i watched a japanese cartoon series before where a prostitute told the main character that make up should be used as a woman's weapon to face her battles in life. it's not to make others think she looks beautiful, but for herself to feel beautiful because it gives her the impression that her flaws are hidden and her good features are enhanced. it makes a woman feel good and gives her the confidence to face the world that's already dominated by men.

it can also be some sort of mask to protect her inner self, which can only be shown to a privileged few.

make up in men is pretty common these days to korean, japanese and some chinese celebrities. it works for them because of their complexion. if done right it makes 'em look hotter and more masculine imo ;D haven't seen anyone in other nationalities that would have the same effect.