If you’ve ever been told to stop wearing eye makeup because of dry eyes, blepharitis, or contact lens discomfort, you already know how frustrating that advice is. Makeup is part of how many people express themselves. Being told to give it up entirely feels like losing something personal.

That’s exactly why Eyes Are the Story exists.

What Is Eyes Are the Story?

Eyes Are the Story is the world’s first optocosmetics brand — a category it created. Founded by Amy Gallant Sullivan, Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS) and daughter of Dr Donald R. Korb, one of the world’s most respected dry eye researchers, the brand was built from the ground up around ocular surface science.

This isn’t a mainstream beauty brand that added “sensitive eyes” to its packaging as an afterthought. Every formula was conceived with eye health as its starting point, not a compliance checkbox at the end.

Why This Category Needed To Exist

The scale of the problem is larger than most people realise. More than 90% of women under 55 use cosmetics regularly. More than half of girls as young as 12 report using mascara, a product with documented effects on the ocular surface. And the male grooming sector is growing rapidly, meaning this is not a niche concern.

The TFOS Lifestyle Report on the impact of cosmetics on the ocular surface confirmed what eye care professionals had long suspected: conventional cosmetic ingredients exert toxic effects on meibomian gland, corneal, and conjunctival cells. They disrupt the ocular microbiome, exacerbate dry eye symptoms, and increase infection risk.

For patients already receiving treatment for dry eye or ocular surface disease, the implications are significant. Conventional makeup can quietly undermine the results of gold-standard therapies like IPL and LLLT between appointments. Many patients ask why they’re still experiencing dry eye despite receiving excellent clinical care. The answer is often sitting on their bathroom shelf.

The Regulatory Gap No One Talks About

The US bans 11 cosmetic ingredients. The EU restricts more than 1,300. Most mainstream beauty products sit well within those gaps, formulated to pass, not to protect.

Eyes Are the Story has achieved approval in over 30 countries across Europe, the US, and beyond — by exceeding compliance standards rather than simply meeting them.

What Makes Eyes Are the Story Different

The brand avoids what it calls the Top 10 Nasties: the ingredients most likely to cause harm to the ocular surface. These include:

• Formaldehyde and donors: preservatives that slowly release formaldehyde and irritate the eye surface with repeated exposure
• Isopropyl cloprostenate: found in many lash growth mascaras and linked to iris colour change and permanent eyelid darkening
• Fragrance: the leading cause of cosmetic allergic reactions, rarely disclosed in full on product labels
• Benzalkonium chloride: a preservative toxic to corneal and conjunctival cells, common in eye drops and cosmetics alike
• Retinols and retin A: active ingredients that can migrate into the tear film and cause ocular surface irritation
• Parabens: linked to disruption of the ocular microbiome with long term use
• Phenoxyethanol: a preservative that can cause irritation and toxicity on the ocular surface
• Salicylic acid: a common exfoliant that has no place near the periocular skin or tear film
• Tea tree oil: beneficial for demodex treatment under clinical guidance, but harmful in cosmetics applied to the lid margin daily
• Argireline: a peptide used in anti-ageing formulas that can cause issues for the delicate tissue around the eye

Every Eyes Are the Story formula is free from all ten.

What This Means In Practice

For eye care professionals, the brand functions as an extension of clinical care. As consultant ophthalmic and oculoplastic surgeon Dr Rachna Murthy explains:

“Patients expect optimal surgical outcomes and minimal downtime. With EYES, I can have patients ready for public appearances within days, and I’ve observed dramatic improvements in rosacea and sensitive eye conditions even before initiating other treatments.”

For patients, it reframes daily beauty as part of ocular wellness. Much like brushing your teeth preserves oral health, using products that protect the periocular environment reduces cumulative damage over time and supports the results of any treatment you’re already receiving.

The Range Available At Eyes By Design

We stock three products from the Eyes Are the Story range:

• Eye Proof Liquid Liner: a smooth, long wearing liquid liner that won’t flake into your eyes. Formulated without the Top 10 Nasties and safe for contact lens wearers and sensitive eyes.
• Eye Proof Facial Cleanser: a gentle gel cleanser that removes eye makeup without stripping the delicate periocular skin. Works as both a daily cleanser and a makeup remover, respecting the natural balance of the skin and tissue around your eyes.
• Eye Proof Facial Serum: a lightweight serum formulated for the sensitive skin around the eye area. Supports hydration without introducing ingredients that can migrate into the tear film or cause irritation.
• Eye Proof Eyeshadow: six velvety, high pigment shades built for bold, blendable colour without the toxic ingredients conventional eyeshadows rely on. All the drama, none of the ocular surface compromise.
• Mascara Trio Set: a flake-free mascara that strengthens and volumizes lashes while actively preventing bacterial growth on the product itself. Comes as a mini set — ideal for trying the formula before committing, or for keeping one in your bag.

Who Should Use It

Eyes Are the Story is particularly well suited to anyone who:

• Dry eye or blepharitis diagnosis: especially where conventional makeup has been contributing to or worsening symptoms
• Contact lens wearers: experiencing discomfort, irritation, or sensitivity linked to makeup use
• Post surgical patients: including those recovering from LASIK, cataract surgery, or oculoplastic procedures where the ocular surface is more vulnerable
• Ongoing ocular surface treatment: anyone receiving IPL, LLLT, or other dry eye therapies who wants to protect their results between appointments
• Reactive or sensitive eyes: that respond poorly to fragrance, preservatives, or other common cosmetic ingredients. Read our article on makeup for sensitive eyes

The Bottom Line

You shouldn’t have to choose between looking the way you want and keeping your eyes healthy. Eyes Are the Story was built on the principle that those two things are not in conflict — and backed by decades of ocular surface research to prove it.

Browse the full Eyes Are the Story range at Eyes By Design, or speak to our optometrists about which products are right for your eyes.