[Chosen One]

there are 2 things that come to mind.

1. make-up is to enhance positive features and attributes
2. make-down is to camouflage/hide imperfections, the term is rarely used.

Both can be used to look more "attractive" which is generally accepted to be VERY clear skin, large eyes, generous bright lips and a well shaped nose with pronounced cheekbones and straight white teeth. Accompanied by a slight golden glow overall. American beauty standards are based upon Dutch conventions of beauty. BIG white teeth, Blonde hair, blue eyes.

This is a generally accepted beauty standard in the West and denotes health, wealth and fitness. It is meant to be nearly invisible except for special ocassions

Women will also generally lighten their skin if non white, obsessively so in the East with chemicals which the West ( men and women) did with lead based make-up to either hide pox scars or to differentiate themselves from their darker peasant field laborers. S. Korea and Japan have the best skin lightening creams which are also massively popular in India and the rest of SE Asia, they are generally illegal in Canada and the USA...

Today POC (Persons of color) generally use glutathione IV injection therapy to lighten skin ( Michael Jackson, Beyonce, Lil Kim ( who is a plastic surgery train wreck) wigs, weaves and hair extensions and the use of chemical straighteners to appropriate "whiteness" as well as hair color lightening.

It would be misleading to always say "appropriating whiteness" as in virtually all societies the paler one is the more desirable one is, an almost universal cultural constant. Europeans and their progeny are probably the ONLY people who actively tan and this is relatively recent.

Any of these taken to an extreme is not "make up" it is outright deception as is extreme plastic surgery, added to selfie cam filters, implants, veneers and you just may be dealing with more silicone and SFX than a human.

Personally I always found extreme punk, metal and even emo makeup interesting, but never attractive. I also find clowns interesting but not attractive.