It honestly depends on the girl and the situation. If you're going out too a nice dinner with a girl its nice if she dresses up and that includes putting effort into makeup. However if you're just hanging out / watching movies together and all that having no make up shows more emotions and makes her feel more genuine. It just needs to use some common sense, a guy isn't going to rock up to chill and eat pizza in a 3 piece suit as much as a girl isn't going to arrive at a ball wearing track pants and a t shirt. I think makeup is just another thing girls can use to dress up in when going out and the effort / amount used should differ depending on each situation.
Are you sure that second girl is not wearing any make-up? If so, she's a rare type of natural for me. Most of the time I prefer light cosmetics on a girl. It depends on the girl. The natural beauties are a rarity in my eyes, but those are quite amazing.
Women need to understand that just because you're wearing no makeup does NOT mean you're looking automatically attractive. The example you gave is terrible, not everyone looks like Kylie. Some girls need all the help they can get, thats where makeup comes along.
She's still wearing makeup in that second picture. Guys think they like girls with no makeup, but the average guy likes a girl with "natural" looking makeup over a completely nude face. What you need to do is whatever you want to make yourself happy! You want to wear electric blue eyeshadow and fully contour your face, you do it! If you want to wear nothing at all, go for it! If you want a more natural look, do you. But you're going to be with yourself a long time, so at the end of the day you are your most important critic.
Makeup brings out sex appeal, but it won't attract guys if your not somebody they would be attracted too. Most guys usually like girls without makeup, but they don't mind it if you just did it for them. Overall there is no right or wrong answer. 50% likes makeup, 50% doesn't like it. It doesn't matter how likes it or not. Your personality basically plays the role more than makeup or just sex appeal. Most guys who go for the makeup is just after sex more than guys who doesn't.