Eye-friendly makeup without a shadow of doubt

Eye-friendly makeup without a shadow of doubt

Positive Impact has launched a palette of six eyeshadows in the world’s first optocosmetics range, Eyes Are The Story, which previewed at 100% Optical in 2022 and has been in high demand since.

The Story Shades Eyeshadow Palette includes a neutral base shade, a highlighter and a range of rich neutrals and dark colours. The eyeshadows are formulated for all skin types and are vegan and cruelty-free.

The high-pigment, blendable hues have been created without the toxicity of other cosmetics and are designed for use as an eyeshadow, or eye liner, which lasts all day. They do not feature the talc, fragrance, phthalates and parabens usually found in eyeshadows.

The new eyeshadows, developed by Essiri Labs, feature caffeine, an alkaloid which helps to reduce inflammation and puffiness, plus Resveratrol, a natural antioxidant working on a cellular level to fight aging and inflammation.

Nourishing olive leaf extract is also used as it rich in antioxidants and polyphenols, helping to soften and smooth skin. Another ingredient is cornflower extract which is traditionally used in European herbal medicine for treating minor ocular inflammations, making it a gentle choice for sensitive eyes.

Essri Labs founder is Amy Gallant Sullivan, who is also Executive Director of the Tear Film and Ocular Surface Society, TFOS. “The Story Shades is our latest answer to eye cosmetics that impact eye health. We bestow upon all women the gift of confidence and beauty, safeguarding their eyes,” she explained.

The Story Shades Eyeshadow Palette is the latest addition to Positive Impact’s Dry Eye Zone, a curated range of best-in-class products.

Positive Impact’s Sales and Operations Director, Maxine Green, said: “Since the launch of the original products there has been demand for a range of eyeshadows and so it’s exciting that they’ve finally arrived.

“The eyeshadows are highly blendable and the palette includes a versatile base and a useful highlighter. I happily discovered that by applying the darker shades with a damp cotton bud tip, they work exceptionally well as eyeliners for a great smokey eye look. The navy is stunning and so on-trend.”