As striving mentioned, the kallah is already the center of attention. Its not like she will be more in the spotlight as the result of her makeup. Its a time that she is supposed to look beautiful, however, makeup should not be used as something just because its “done”, and it should be kept within reason. Theres makeup and theres makeup.
About the OP, I don’t think its fair to ask girls to trade in their (possibly) ultimate beauty potential on a once in a lifetime day for money, but I’m sure they did this after asking a rav who is no doubt smarter than me.