A lot of guys want a girl who looks like this:
Let's compare side-to-side a girl without makeup:
Discoloration, acne scars, hyperpigmentation, etc. Now, which one do you prefer? (Not based on race, but I know guys on GAG have some sort of white blonde girl fetish or some shit) But obviously, the girl with makeup looks more polished, not "better" because she is the same person with/without makeup
Now, why did I ask? It's because guys who claim that they don't like makeup or that it's fake won't give "plain jane's" the time of day. You know damn well that if my eyelashes or touching my brows, or if my lips be popping a little too brightly it's not "natural" perse.
However, makeup can either enhance natural beauty or we can go full-blown artistic. There's of course girls who are going to be insecure and mask on their makeup, but that's not the case with a lot of girls. The average person who wears makeup is not that "ugly" I, personally see makeup as grooming, just like how men shave or wear cologne.
Enhancing natural beauty with Makeup: