Adele Jefferies (centre) supervising the manufacture of her new lid and lash range Elin Eyes

Driven by a desire to improve eyelid health and comfort for patients who wear makeup and suffer from dry eye, optometrist and CCLS NZ president Adele Jefferies has created Elin Eyes, a locally made organic range of lid- and lash-care products.

Many of her patients have dry eyes or related issues that are often caused or exacerbated by cosmetic lash procedures or wearing a lot of makeup, she said, noting the Tear Film and Ocular Surface Society’s (TFOS) Lifestyle Report findings which led her to develop her new beauty-care product range. “We all understand that lid hygiene is important for many of our patients. With Elin Eyes, I set out to create a range of New Zealand-made products that not only cleanse the lids and lashes but also won’t strip moisture from the skin or clog pores, while possessing antioxidant, anti-inflammatory and antibacterial properties.”

Drawing on her clinical expertise, Jefferies said she collaborated with a team of chemists to develop effective formulations that wouldn’t compromise eye health. “I have been involved in every stage – from concept and formulation to testing and packaging. It has been a four-year journey, beginning with a lot of reading and research, then collaborating with leading chemists to create safe, effective and gentle solutions for the delicate lid and lash area. There have been a few formula tweaks along the way and there’s also been a fair bit to learn about cosmetic and personal care regulations in New Zealand.”

Those four years included sourcing packaging, running product trials and undertaking stability testing and brand development. To help encourage compliance, Jefferies wanted to make the process of lid hygiene more appealing by designing aesthetically pleasing products – something users would want to display in their bathroom – to encourage daily use. The response so far has been overwhelmingly positive, she said. “People love that Elin Eyes is New Zealand-made and that the formula’s been so considered. Even patients with sensitive eyes have reported good results; this week a patient mentioned she and her lash technician felt it has made her lash lift last longer.”

When asked if she will expand the range, Jefferies said she has a few more product ideas but decided to start small with lid and lash cleansers, as eyelid hygiene is “a cornerstone of dry-eye management and the benefits extend beyond that, to supporting contact lens comfort, lash health and overall eye appearance”.

Optometrists and ophthalmologists who are interested in stocking the range are welcome to contact her, she said. “Elin Eyes was designed to be a range eyecare professionals can feel confident in. As a small startup, I also love feedback to help shape the range to help eyecare professionals and their patients.”

Find out more at www.elineyes.co.nz or email Jefferies at hello@elineyes.co.nz