Feminists

Women are 'expected' to do many things, based on the culture we live in. Wearing making up is just one of those things.

However, regarding pleasing men... we're so conditioned to see perfect skin on women it becomes 'natural looking' when in reality it is anything but. Look how often tabloids will catch female celebrities without their makeup, and publish 'shocking' pictures of them with *gasp* their real skin showing! (We all know male celebrities use makeup too, but somehow their normal skin doesn't look so 'wrong' to us... I wonder why.)

The desire not to stand out as one of the few adults with uneven (i.e. natural) skin coloring drives most to use at least a minimal amount of makeup so they don't stand out.