Why do men prefer heavy make-up over natural face?

Not trying to generalize here but I think most men like women better when they're wearing heavy makeup, fake lashes etc. over somebody who wears less makeup or no makeup at all, see all the girls who are popular on the social media and have bunch of men in the comments wear full face makeup and those long thick lashes, fillers and so on and some men even compare their girlfriends to them like it's all makeup? That's not even their real face but men seem to not gaf about it at all and for some reason always choose them over more natural women I just don't understand it why prefer fake over real?

Why do men prefer heavy make-up over natural face?
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