In Elizabethan England it was all about flawless looking skin at this point. Men’s faces were a sign of wealth, intelligence and honor. White powder was used all over the face to whiten the skin. The problem was that “cosmetics” at the time were highly dangerous because they were made from lead, and induced premature death. Morbid.
In 18th century France King Louis XVI brought in the obsession with wigs when he went bald in his early 20s. During this time, men who worked for the court painted on beauty marks.