On this episode of the WO Voices Podcast, Joshua Davidson, OD, FAAO, founder of Eyederm Cosmetics, joined Melissa Barnett, OD, FAAO, FSLS, FBCLA, to share how clinical experience and patient need inspired a line of eye-safe cosmetics and skincare.
Dr. Davidson practices optometry in Louisiana at Williamson Eye Center, a multi‑location OD‑MD referral center. “I run our dry eye and specialty contact center, and I see around 30 to 50 patients a day,” he says. “I’m in such a narrow lane that I get to see what the market has, what it’s missing and what our patients really need and ask for.”
Many of Dr. Davidson’s patients are women in their 30s to 80s, and he has observed that they use a range of cosmetics and skincare unsuitable for the delicate skin around the eyes. That daily exposure, he told Dr. Barnett, revealed a market gap and inspired a doctor-driven, eye-safe cosmetics and skincare line that favors in-office sales to support independent practices and encourage follow-up care.
WHEN REGULATION FALLS SHORT
Well-versed in eye-safe cosmetics, Dr. Barnett emphasized the many ingredients in mainstream American skincare and makeup that are harmful but still legal. Dr. Davidson added that, “In the U.S., there are very few classifications of ingredients that are illegal. In Europe, that number is over 1,500 and updated every quarter. That alone should tell you something.”
He warned specifically about ethanol, glycols and even retinol when applied near the eyes, and how those concerns prompted him to found Eyederm using stricter European ingredient standards and guidance from ocular surface organizations such as the Tear Film & Ocular Surface Society.
STRONG EARLY RECEPTION
Following three years of quiet development formulating products that avoided potentially harmful ingredients while still delivering efficacy, Dr. Davidson said that Eyederm has gone public and the response thus far has been wonderful. “The American Optometric Association reached out before we even launched our website, asking if we’d like a booth at Optometry’s Meeting,” he said. “What an honor that was, especially because all we had at the time was our story and the products soon to launch. There were moments when six to eight people stood in line at our booth to ask questions about the products and distribution plans.”
Dr. Davidson admitted he’s no cosmetics expert, yet his daily practice makes him knowledgeable in his patients’ product choices—many of which he disapproves of. “A lot of my patients use those viral under-eye patches that stick under the eyes, but too many contain chemicals that don’t belong anywhere near the eyes.” Eyederm was born to reformulate those patches and other periocular products using clearer, eye-safe ingredients.
In addition to the under-eye patches, Eyederm partnered with Bruder to launch the Dry Eye Drink, a hyper-hydration formula available in AM and PM versions to relieve dry eye symptoms while supporting overall eye health, and a moist heat eye compress to provide soothing relief. Eyederm has also developed an under-eye bag reducer for dry, tired and puffy eyes that has drawn particular interest.
“We demo these products in the office with some of our patients, and it wows them. For some of our patients, our undereye cream tightens the skin up in just 10 minutes,” he said. He added that, to date, the company has not encountered allergic reactions among patients, a result he attributed to careful ingredient selection.
A DOCTOR-DRIVEN BUSINESS MODEL
Eyederm’s business model is intentionally doctor driven, Dr. Davidson said. He wants clinicians to sell the products in their offices so independent practices capture revenue and patients return for follow‑up and optical care. “I’m more comfortable with the science behind the products than with cosmetics,” he said. “But I’m constantly learning from patients, colleagues and meetings—and I’m hoping my male colleagues will, too.” Dr. Melissa Barnett advised delegating cosmetic conversations to trained staff. “A lot of male ODs use staff for these discussions. It’s an easy handoff that works well in many practices.” Dr. Davidson agreed, saying, “This is our staff’s profession, too. They wake up and choose to do this every single day. Empower them and you give them ownership of their expertise.”
Eyederm Cosmetics’ website is officially up and running, and clinicians interested in getting involved or carrying the products in their practices can contact Dr. Davidson directly via LinkedIn, by email (jdavidson@weceye.com) or on Instagram.
Learn more about Eyederm Cosmetics here.
Listen to Dr. Davidson and Dr. Barnett on WO Voices podcast here.
