Eyes: Exploring Their Importance in Storytelling Brands

If you have ever received recommendations to avoid using eye makeup due to complications such as dry eyes, blepharitis, or discomfort associated with contact lenses, you can truly appreciate the frustration these suggestions can provoke. For many, makeup is an essential form of self-expression, and being told to forgo it entirely can feel like losing an integral part of one’s identity.

This very feeling led to the establishment of Eyes Are the Story, a brand devoted to empowering individuals who wish to celebrate their beauty while prioritising their eye health and wellness.

Uncover the Innovative Vision Behind Eyes Are the Story

Eyes Are the Story proudly holds the title of being the world’s first-ever optocosmetics brand, creating a groundbreaking category within the beauty sector. Founded by Amy Gallant Sullivan, who serves as the Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS), and the daughter of Dr Donald R. Korb, a respected researcher in the field of dry eye, this brand is firmly anchored in the science of ocular health.

This is not merely another beauty brand that hastily labels its products as suitable for “sensitive eyes.” Each formula is meticulously crafted with a strong emphasis on eye health, ensuring that it is not just a compliance checkbox during development but a genuine commitment to enhancing ocular wellness and comfort.

Recognising the Critical Need for This Groundbreaking Cosmetic Category

The range of challenges associated with eye health and cosmetics is far more extensive than many might realise. Over 90% of women under 55 regularly utilize cosmetics, with more than half of girls as young as 12 reporting the use of mascara, a product known to negatively impact the ocular surface. Furthermore, the booming male grooming market indicates that these concerns are not limited to a single gender demographic.

The TFOS Lifestyle Report has validated what eye care professionals have long suspected: traditional cosmetic ingredients can be detrimental to meibomian glands, corneal, and conjunctival cells. These harmful substances disrupt the delicate ocular microbiome, exacerbate dry eye symptoms, and increase the likelihood of infections.

For individuals currently receiving treatment for dry eye or other ocular surface conditions, the implications can be profound. Conventional makeup can inadvertently reduce the effectiveness of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between visits. Many patients find themselves bewildered as to why they continue to suffer from dry eyes despite excellent clinical treatment, often uncovering that their everyday makeup products are contributing to their ongoing discomfort.

How Does Eyes Are the Story Guarantee Cosmetic Safety and Compliance?

In the United States, only 11 cosmetic ingredients are banned, while the European Union has prohibited over 1,300. Numerous mainstream beauty brands exploit these regulatory gaps, focusing on compliance rather than genuinely prioritising consumer safety and well-being.

Eyes Are the Story has achieved approval in over 30 countries across Europe, the US, and other regions by surpassing compliance standards, rather than merely adhering to them.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This brand intentionally avoids what it classifies as the Top 10 Nasties: the ingredients most likely to harm the ocular surface. These harmful substances include:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and can irritate the eye surface with continual exposure.
• Isopropyl cloprostenate: often found in lash growth mascaras, linked to changes in iris colour and darkening of the eyelids.
• Fragrance: a leading cause of allergic reactions to cosmetics, frequently inadequately disclosed on product labels.
• Benzalkonium chloride: a preservative harmful to corneal and conjunctival cells, commonly present in eye drops and cosmetics.
• Retinols and Retin A: active ingredients that can penetrate the tear film and cause irritation to the ocular surface.
• Parabens: associated with disturbances in the ocular microbiome with prolonged usage.
• Phenoxyethanol: a preservative that may cause irritation and toxicity on the ocular surface.
• Salicylic acid: an exfoliant that should be avoided near the periocular skin and tear film.
• Tea tree oil: beneficial for treating demodex under clinical supervision, yet potentially harmful when used in cosmetics applied daily to the eyelids.
• Argireline: a peptide found in anti-aging products that may pose risks for the delicate tissues surrounding the eyes.

Every formula developed by Eyes Are the Story is completely free from all ten of these harmful ingredients.

Realising the Tangible Benefits of Eyes Are the Story Products

For eye care professionals, this brand acts as an extension of their clinical care. As consultant ophthalmic and oculoplastic surgeon Dr Rachna Murthy highlights:

“Patients expect optimal surgical outcomes and minimal recovery time. With Eyes Are the Story, I can prepare patients for public appearances within days. I have also observed significant improvements in conditions such as rosacea and sensitive eye issues even before commencing additional treatments.”

For patients, this innovative approach transforms daily beauty routines into a vital component of their ocular wellness. Just as regular tooth brushing promotes oral health, using products designed to protect the periocular area helps mitigate cumulative damage over time and enhances the effectiveness of any ongoing treatments.

Discover the Extensive Range of Products Offered by Eyes Are the Story

We are thrilled to present a selection of three essential products from the Eyes Are the Story collection:

• Eye Proof Liquid Liner: a smooth, long-lasting liquid liner that won’t flake into your eyes. Formulated without the Top 10 Nasties, it is safe for contact lens wearers and individuals with sensitive eyes.
• Eye Proof Facial Cleanser: a gentle gel cleanser that effectively removes eye makeup without stripping the delicate periocular skin. This cleanser can serve both as a daily wash and a makeup remover, preserving the natural balance of the skin and surrounding tissues.
• Eye Proof Facial Serum: a lightweight serum specifically designed for the sensitive skin around the eye area. It provides hydration without introducing any ingredients that may migrate into the tear film or cause irritation.
• Eye Proof Eyeshadow: featuring six velvety, high-pigment shades that deliver vibrant, blendable colour without relying on harmful ingredients found in traditional eyeshadows. Experience all the flair without compromising ocular surface health.
• Mascara Trio Set: a flake-free formula that strengthens and volumises lashes while actively preventing bacterial growth within the product. This mini set is perfect for trial use or convenient on-the-go application.

Who Benefits Most from Using Eyes Are the Story Products?

Eyes Are the Story is particularly advantageous for individuals who:

• Have been diagnosed with dry eye or blepharitis: especially in cases where standard makeup has exacerbated their symptoms.
• Wear contact lenses: and experience discomfort, irritation, or sensitivity associated with makeup application.
• Are recovering from surgery: including procedures such as LASIK, cataract surgery, or oculoplastic surgeries where the ocular surface is particularly vulnerable.
• Are undergoing ongoing ocular surface treatment: including individuals receiving IPL, LLLT, or other dry eye therapies who wish to sustain their treatment results between appointments.
• Experience reactive or sensitive eyes: that struggle with common allergens like fragrance, preservatives, or other typical cosmetic ingredients. For more insights, check out our article on makeup for sensitive eyes.

Building a Harmonious Balance Between Beauty and Eye Health

No one should ever have to sacrifice their desired appearance for the sake of their eye health. Eyes Are the Story is founded on the principle that beauty and ocular wellness can coexist seamlessly, a belief strongly supported by extensive research in ocular surface science.

Explore the complete range of Eyes Are the Story products available at Eyes By Design, or consult with our optometrists to identify which products are best suited for your eye health needs.