What’s the Real Reason Women Wear Makeup?

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Brush up on the psychology of why and how women use cosmetics

Co-authored by Aly Rusciano Reviewed by Barbie Ritzman

Last Updated: August 15, 2024 Fact Checked

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• Psychological Reasons
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• Makeup & Relationships
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• Psychology Tips for Applying Your Makeup

|Show more |Show less

Did you know that 44% of women don’t leave the house without putting makeup on? Perhaps you’re one of these women or a friend or partner of a makeup-loving woman. Either way, you have one question: “Why?” Why do women wear makeup? Is there a psychology behind it, or do they just wear it to wear it? Luckily, we have all the answers you’re looking for in this article. Keep reading to learn the science behind why some women love and wear makeup.

Things You Should Know

• Studies show that women wear makeup to cover imperfections and appear more attractive within societal beauty standards.
• The need or desire to wear makeup stems from the high societal pressure women feel to look attractive in order to land a job interview or date.
• The amount of makeup a woman wears can impact how she’s perceived or looked at by the public, which can directly influence her dating life.

Steps

Section 1 of 3:

Why do women wear makeup psychologically?

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1. 1
   Psychologically, women wear makeup to cover insecurities. Over the years, psychologists have uncovered a common theme amongst those who wear makeup: women often use makeup to cover something perceived as “undesirable” to appear more attractive. Women are held to high standards from a young age and are raised to believe that changing their appearance can make them “better” or appear “healthier.” Makeup gives them the ability to conform to societal beauty standards and hide disfavored parts of themselves.

   • Makeup can be an intense confidence booster. For instance, if you’re insecure about a pimple or mole, you can instantly cover it with foundation and concealer.
2. 2
   Women also wear makeup to appear more confident or alluring. Along with hiding insecurities, women accentuate their features to look powerful. This may be in an attempt to seduce a potential lover or appear dominant in the workplace. Think of makeup as an enhancement. When a woman puts on a bold lip and luscious lashes, she becomes a new woman who’ll most likely be perceived differently than when she’s bare-faced.

   • Women often wear makeup to job interviews or first dates because of this—the artistic coverage allows them to become a heightened version of themselves.
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3. 3
   Women choose to wear makeup because they like it. On a less serious note, many women put on makeup because they like the routine or how it makes them look. Dabbing on some eye shadow or painting on a lip gloss doesn’t necessarily have to be as deep as becoming more likable by societal standards—some men, women, and non-binary pals simply enjoy the creative expression makeup provides.

   • Many women also use cosmetics for artistic expression, as a calming ritual, or simply to change up their appearance for variety.
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Section 2 of 3:

Can wearing makeup affect your relationships?

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1. 1
   Wearing makeup may affect how you're perceived on a first date. Studies have shown that when faced with the choice to talk to a woman wearing makeup or a woman who's not, men approached the woman wearing makeup more. Societal beauty standards, confidence, and personal preferences all play a part in attractiveness. While there’s nothing wrong with not wearing makeup on a first date, it could impact how your date perceives you.

   • This also applies to online dating. In a social experiment, 3 dating profiles were created. The only difference between them? The first had bare-faced profile pictures, the second featured minimal makeup, and the third had full glam makeup. Other profiles reacted as followed:
     • The first profile received friendly attention.
     • The second profile got the most flirtatious interactions.
     • The third profile received sexual and promiscuous advances.
2. 2
   Makeup could cause conflict between female friends. In recent years, an experimental study found that women often perceive made-up women as dominant, dishonest, or deceptive. While wearing makeup around other women isn’t proven to initiate conflict, it could cause women to see each other as threats.

   • On the other hand, many makeup-wearing individuals argue that wearing makeup opens discussions. For instance, a positive conversation starts if someone comments on your makeup, saying something like, “I love your eyeliner! How did you do it?”
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Section 3 of 3:

Psychology Tips for Applying Your Makeup

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1. 1
   Wear foundation and concealer. Studies have shown that the first thing people notice about a woman’s face is her complexion, which is why foundation and concealer leave the biggest impact. Women are often perceived differently if they have discoloration, under-eye bags, or blemishes. While this is entirely unfair, it is, unfortunately, a societal norm. So, if you’re hoping to make a good impression, science says to always apply foundation and concealer.

   • If foundation and/or concealer aren’t your thing, that’s entirely okay. Beauty standards are superficial, and it’s even more attractive to feel confident in your own skin. So, if you’re comfortable, go ahead and rock your bare face!
   • As a general rule, do whatever makes you feel confident and comfortable. If that includes wearing makeup, awesome! If that means going bare face, that's equally epic.
   • Well-cared-for skin can make a significant difference in overall appearance. The key to a flawless complexion is: a consistent skincare routine, primer to create a smooth canvas, foundation or tinted moisturizer for an even tone, and concealer for targeted coverage.
   • Start with a solid skincare routine, then apply a primer for a smooth base. Depending on your preference and desired coverage level, follow with either foundation or a tinted moisturizer. Use concealer to address specific areas like under-eye circles, blemishes, or discoloration.
   • Remember: without proper skincare, even the best makeup may not look its best. Well-hydrated, cared-for skin provides the ideal base for any makeup application.
2. 2
   Apply mascara and eyeliner to appear younger. Making your eyes appear bigger is scientifically proven to increase your attractiveness. Science shows that people gravitate towards those with larger eyes because they’re “cuter” and “more endearing.” Lining your eyes and putting on a coat of mascara can draw more attention to your eyes and enhance their natural color.
3. 3
   Add a touch of blush for an innocent look. Believe it or not, adding a bit of color to your cheeks can make you appear younger and more innocent. Some suggest it’s because the natural sun-kissed glow gives a child-like flair, while others argue it mimics the blush of arousal.
4. 4
   Use lipstick to match your mood. Adding contrast between your lips and skin is considered to be feminine and attractive. Science says that the color of your lips can greatly impact what people think of you. For instance, bolder and brighter lips scream “seduction” and “attraction,” while lighter and glossier lips say, “I’m feeling flirty.”
   

   Selena Gomez, Founder, Rare Beauty

   Express yourself with makeup. "Makeup should be an accessory to reflect what you feel inside. This is something you can enjoy and have fun with and do whatever you want with. It’s not threatening, it’s not complicated."
5. 5
   Contour your face so it’s more symmetrical. Nobody’s face is perfectly symmetrical; however, you can create an illusion with the help of makeup. One of the best ways to appear more attractive is to contour your cheeks, jaw, and forehead to sharpen your angles, appear slimmer, highlight your natural features, and look more alive.
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