It seems like female appearance isn't as heavily dependent on bone structure as male appearance is. It is to some degree, but it seems like youthfulness and neoteny is more important for women. And that's what makeup does, makes the woman look more youthful and neotenous. That's why if I could invent a makeup that would let 60 year old women convincingly fraud as 16 year old high school girls, I'd be a billionaire tomorrow.
For men, it's more about bone structure so makeup for men wouldn't work that well unless it gave the appearance of a strong jawline and chiseled cheekbones. A 40 year old man with a strong jawline and chiseled cheekbones and a strong eye area will be more attractive to younger women than a 20 year old man who has a weak jawline, no cheekbones and a horrible eye area, even if he does look younger.
For men, it's more about bone structure so makeup for men wouldn't work that well unless it gave the appearance of a strong jawline and chiseled cheekbones. A 40 year old man with a strong jawline and chiseled cheekbones and a strong eye area will be more attractive to younger women than a 20 year old man who has a weak jawline, no cheekbones and a horrible eye area, even if he does look younger.
