If you’ve ever been advised to refrain from using eye makeup due to conditions like dry eyes, blepharitis, or discomfort from contact lenses, you understand the frustration such recommendations can cause. Makeup is an essential aspect of self-expression for many individuals. Being told to abandon it entirely feels like losing a part of your identity.
This sentiment is precisely why Eyes Are the Story was created.
Discover the Innovative Concept of Eyes Are the Story
Eyes Are the Story is the first-ever optocosmetics brand globally, a unique category it has established. Founded by Amy Gallant Sullivan, the Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS), and the daughter of Dr Donald R. Korb, a leading researcher in the field of dry eye, this brand was built from a foundation of ocular surface science.
This is not just another mainstream beauty label that has simply added “sensitive eyes” to its packaging as an afterthought. Every formula is designed with eye health as the primary focus, rather than just a compliance checkbox at the end of the development process.
Understanding the Necessity for This Innovative Cosmetic Category
The scale of the issue surrounding eye health and cosmetics is larger than most individuals realise. Over 90% of women under the age of 55 regularly use cosmetics, and more than half of girls as young as 12 report using mascara, a product that can have documented negative effects on the ocular surface. Additionally, the male grooming market is expanding rapidly, highlighting that this concern is not limited to a niche audience.
The TFOS Lifestyle Report on the impact of cosmetics on the ocular surface has confirmed what eye care professionals have long suspected: conventional cosmetic ingredients can have toxic effects on meibomian glands, corneal, and conjunctival cells. These ingredients disrupt the ocular microbiome, worsen dry eye symptoms, and elevate the risk of infections.
For patients already undergoing treatment for dry eye or ocular surface diseases, the implications can be significant. Traditional makeup can inadvertently undermine the effectiveness of gold-standard therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients wonder why they continue to experience dry eyes despite receiving excellent clinical care; the answer often lies in the products they use daily.
Addressing the Regulatory Gap in Cosmetic Safety
In the United States, 11 cosmetic ingredients are banned, while the European Union restricts over 1,300. Many mainstream beauty products exploit these regulatory gaps, formulated to comply rather than prioritise safety.
Eyes Are the Story has successfully obtained approval in more than 30 countries across Europe, the US, and beyond, by exceeding compliance standards instead of merely adhering to them.
What Sets Eyes Are the Story Apart from Other Brands
The brand avoids what it identifies as the Top 10 Nasties: the ingredients most likely to cause harm to the ocular surface. These include:
- Formaldehyde and its donors: preservatives that release formaldehyde slowly and irritate the eye surface with repeated exposure.
- Isopropyl cloprostenate: commonly found in lash growth mascaras, linked to changes in iris colour and darkening of the eyelids.
- Fragrance: the leading cause of allergic reactions to cosmetics, often not fully disclosed on product labels.
- Benzalkonium chloride: a preservative toxic to corneal and conjunctival cells, frequently found in eye drops and cosmetics.
- Retinols and Retin A: active ingredients that can migrate into the tear film, causing irritation to the ocular surface.
- Parabens: linked to disruption of the ocular microbiome with prolonged use.
- Phenoxyethanol: a preservative that can cause irritation and toxicity on the ocular surface.
- Salicylic acid: an exfoliant that should be kept away from the periocular skin and tear film.
- Tea tree oil: beneficial for treating demodex under clinical supervision, but harmful when used in cosmetics applied daily to the eyelids.
- Argireline: a peptide used in anti-ageing products that can pose risks for the delicate tissues surrounding the eyes.
Every formula from Eyes Are the Story is completely free from all ten of these harmful ingredients.
Real-World Benefits of Using 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 notes:
“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 witnessed remarkable improvements in conditions like rosacea and sensitive eye issues even before starting additional treatments.”
For patients, this approach redefines daily beauty as integral to ocular wellness. Just as brushing your teeth maintains oral health, using products that safeguard the periocular area diminishes cumulative damage over time and bolsters the effectiveness of any treatments you may already be receiving.
Explore the Comprehensive Range of Products at Eyes By Design
We proudly offer a selection of three essential products from the Eyes Are the Story range:
- 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 sensitive eyes.
- Eye Proof Facial Cleanser: a gentle gel cleanser that efficiently removes eye makeup without stripping the fragile periocular skin. This cleanser works both as a daily wash and a makeup remover, maintaining the natural balance of the skin and tissues around your eyes.
- Eye Proof Facial Serum: a lightweight serum designed specifically for the sensitive skin surrounding 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 bold, blendable colour without relying on the toxic ingredients found in conventional eyeshadows. All the drama, none of the ocular surface compromise.
- Mascara Trio Set: a flake-free formula that strengthens and volumizes lashes while actively preventing bacterial growth within the product. This mini set is perfect for trial or convenient on-the-go use.
Identifying the Ideal Users of Eyes Are the Story Products
Eyes Are the Story is particularly beneficial for individuals who:
- Have a diagnosis of dry eye or blepharitis: especially in cases where conventional makeup has exacerbated symptoms.
- Are contact lens wearers: experiencing discomfort, irritation, or sensitivity associated with makeup application.
- Are post-surgical patients: including those recovering from LASIK, cataract surgery, or oculoplastic procedures where the ocular surface is more susceptible.
- Are undergoing ongoing ocular surface treatment: anyone receiving IPL, LLLT, or other dry eye therapies who wants to maintain their treatment results between appointments.
- Have reactive or sensitive eyes: that struggle with common allergens such as fragrance, preservatives, or other typical cosmetic ingredients. Read our article on makeup for sensitive eyes.
Embracing a Balanced Approach to Beauty and Eye Health
You should never have to sacrifice your desired appearance for the sake of your eye health. Eyes Are the Story was founded on the principle that beauty and ocular wellness can coexist harmoniously, and this is supported by decades of research in ocular surface science.
Explore the full range of Eyes Are the Story products available at Eyes By Design, or consult our optometrists to determine which products are most suitable for your eye health.
