Women who don’t wear makeup are much less attractive, which significantly reduces their social status and their dating market value. These are things people greatly value.
This is true for certain subcultures. It is NOT true for other subcultures. And this is, of course, before we go into individual differences—some girls are very pretty with a freshly-scrubbed look.
This is true for certain subcultures. It is NOT true for other subcultures. And this is, of course, before we go into individual differences—some girls are very pretty with a freshly-scrubbed look.