Do you know why trees are so tall?
It's because all the other trees are tall. They could stay short and still spread out their limbs and cover the same area, so why do they grow tall? It's because, if there was a world where every tree stayed short, then the one tree that "cheats" and grows
just a little taller is now suddenly above everyone and gets more light; the trees around it then
have to grow taller to compete.
So yes, I'm sure that makeup is lot of effort, but why do women do it? Why do they really do it? Answer:
because all the other women do it
Men don't actually care if you do it. The woman in the second photo you posted is still attractive to men. Here's a meme that really rings true - about clothes and makeup:
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Try to imagine a gender-flipped version of this situation. Try to imagine a guy who gets into a social circle with a bunch of other guys and he has to work extra, extra hard to get approval from the men in that group. Maybe it's a car club. Maybe he's spending every weekend and thousands of dollars working on his car, adding all the right modifications that his picky friends are judging him on.
And when he takes you on a date, you ride in the car. One day, he unloads on you that you have no idea how much effort he has put into that car.
What's your response? Do you really care that he's choosing to waste his time trying to compete with other men?
Should you really care?