I make no apologies for wearing makeup. No matter how hard you try to convince me, some girls were NOT created to be as physically attractive as others, and they may need a little or even a LOT of help. All Bnos Yisrael are not necessarily beautiful externally, though internally they can be, and it is naive to say otherwise, no matter how spiritually PC that sounds.
So in order for guys to bother to get to know how beautiful that Yiddishe tochter is inside, it often is VERY necessary for her to make the outside match the inside. Clothing, makeup, jewelry, the way she carries herself, all help to enhance the immediate visual presentation. Make no mistake, Hashrm created us with eyes that see. We are attracted first by what we see, whether it is a person, a food platter, a house, etc. and THEN we see what else there is to hold our interest on a more permanent basis. Maybe that’s not fair – but it is what it is. Hashem even created babies to have huge expressive eyes and very round faces, because it is a visually pleasing look. Otherwise, many people would find that squalling, messy spitter-upper, and diaper-soiler, to not be so appealing for caretaking purposes. Looks should not matter, but realistically, they do.