I’m A Beauty Director Who Never Bothered With Eye Cream. Here’s Why I’ve Changed My Mind

While I haven’t conducted a global survey, a quick scan suggests the world is tired: politically tired; economically tired; socially tired; physically tired; mentally tired... Yes, there is now a plethora of technology at our fingertips – the apps, the tools, the gadgets – all designed to make our lives easier, more efficient, more pleasurable. And yet, somehow, even the “solutions” feel overwhelming, which naturally makes us even more tired. The delicious absurdity of it all.

Having constructed a world in which everyone is exhausted – particularly from being “booked and busy”, a state somewhat perversely worn as a badge of honour – we have now decided that actually looking exhausted is unacceptable. Enter the eye cream. More than a decade ago, I met a brilliant, fast-talking US-based founder of a hugely successful, science-driven skincare brand (which one, you ask? My lips shall remain sealed). She told me she would never, ever launch an eye cream. “Waste of money,” she said, dismissively. Face creams, she insisted, do exactly the same job. Many years later, I met her again. She was launching an eye cream. What changed? I asked. She shrugged. “People want them.”

I’d argue that it wasn’t really about eye creams per se. The allure of the eye cream is the promise, the dream – and, yes, perhaps the delusion – that a nightly swipe of this miracle in a tiny pot might make you look less like you hate your life and are in dire need of rest. But, of course, none of those creams really delivered. Back then, fundamentally, we were being sold a bog standard moisturiser in smaller, fancier, considerably more expensive packaging. So like that founder, I remained a very vocal eye cream sceptic for many years, I never recommended them and I personally swerved it. Also, being time-poor, it was one step fewer in my skincare regime.

Now, just like that founder, I have made a U-turn – but I’d argue it is justified. The category has been overhauled. Eye products have become increasingly sophisticated. There are now retinols, patches, rollers, serums, masks, colour correctors and science-backed treatments that credibly tackle puffiness, deep lines, dark circles, loss of firmness… They are loaded with clever actives and have the kinds of formulations that might erase the visible fallout of your life choices and give you the under-eyes you always dreamt of. (Well, the eyes you might dream of if you had enough time to actually sleep.)

Of course, the irony is that while beauty is becoming increasingly sophisticated at treating the evidence of exhaustion, society is still some way off from prioritising the treatment of its roots. We could do with a collective shift in the way we live, work and think, but is that possible? Could we become a world that no longer lauds so-called overachievers and polymaths who can do it all on little or or no sleep? Who knows? To be honest, just thinking about societal reform is exhausting enough. Pass me the eye cream.