They didn't start the trend but they do capitalise on it. Tobacco companies marketed cigerettes as "torches of freedom" during the 20s, telling women that they should smoke to be just like men (smoking was previously seen as a male only lifestyle). But tobacco firms didn't start feminism, they just saw a chance to make a quick buck.
Makeup corporations are more than happy to start to market their stuff to men for the sake of progress. In all seriousness it is one of the most sinister industries out there. It preys on young women's insecurities. And they continueosly produce new products that people "simply must have" in order to stay pretty. You can never ever own enough makeup and that is 100% by design.
And now they are trying to get more people hooked on it. The fact that troons see makeup as 100% essential to passing, means that people trying to limit the beauty industry's impact on young people can get labelled as terfs, and the subject is made a politically incorrect minefield.
I also have a theory that Warhammer's Citadel paints are the equivilant to makeup for nerds. There is always a new colour you want and there are so many types it is impossible to have a collection you are happy with.