You check the ingredients. You choose the shade. But do you know when to replace your makeup?
A small symbol on your cosmetics packaging helps answer that question: an open jar marked with a number followed by M. It indicates the Period After Opening, or PAO - how long to use the product after first opening it.
At Eyes Are The Story, our eye makeup carries the PAO labeling. This reflects the applicable EU cosmetics requirements we follow. EU compliance has always been a fundamental ÈYES brand standard, including providing clear guidance about using and replacing our products.
What does PAO tell you?
An open jar marked 3M indicates three months after opening; 6M means six months. The period begins when you first open the product for use, rather than when you purchase it.
These are examples, so always follow the guidance for your specific product. The stated period must be supported by evidence within the product’s Cosmetic Product Safety Report.
Required in the EU. Not mandatory in the US.
Under the EU Cosmetics Regulation, products with a shelf life longer than 30 months generally require PAO labeling. Products with a shelf life of 30 months or less must display a date of minimum durability, commonly understood as a “best before” date. Exceptions to PAO apply where durability after opening is not relevant, such as certain single-use products.
In the United States, PAO labeling is not mandatory for ordinary cosmetics. Cosmetic expiration dates are also generally not required, although manufacturers remain responsible for ensuring product safety and determining shelf life. Different requirements apply to products regulated as drugs.
We believe clear replacement guidance should be standard in the US, too. Customers deserve that information wherever they purchase their products.
Why your eye makeup deserves particular attention
Each time a mascara wand touches your lashes and returns to the tube, it can introduce microorganisms. Formulas can also dry out or deteriorate, and storage conditions can affect their quality. The FDA notes that eye-area cosmetics tend to have shorter shelf lives than other products.
Replacement guidance matters alongside ingredients, formulation and application. Even a carefully developed product needs appropriate handling and timely replacement.
The amount left in the tube does not tell you how much longer you should use it.
Three minis. A fresher routine.
Our Mascara Trio intentionally contains three individual minis, making regular replacement part of the product’s design. Open one at a time, keeping the remaining tubes unopened until you need them.
For daily wearers, we recommend one mini per week. For occasional wearers, replace each mini no later than one month after first opening, even if product remains. Reopening the same tube does not restart that month.
It is a practical format built around a simple principle: fresh mascara should be part of your routine.
Fresh products, on repeat
We make replenishment easy, too. Our subscription program lets you sign up for recurring deliveries, helping you build a regular replacement routine without having to remember to reorder.
Choose a delivery schedule that matches your use and our replacement guidance, so your next products arrive when you need them. For mascara, that means having a fresh mini ready for your weekly or monthly switch.
Less to remember. A fresh start, already planned.
A fundamental ÈYES standard
For Eyes Are The Story, EU compliance has always been part of our foundation. PAO labeling communicates essential guidance. Our mini mascaras make regular replacement practical. Our subscription program helps keep that routine going.
Our responsibility extends from developing formulas for sensitive eyes to making them easier to use responsibly, every day.
Because putting your eyes first should be a habit - and we design our products to help you keep it.
