I was once told that “Beauty was in the eye of the beholder”. However, we never ask the Beholder, what they really see.
Beauty is our society’s definition for popularity; beauty is supposed to be the example.
Yet you ask where does makeup fall into that definition. It doesn’t. Makeup is a tool for expression which doesn’t agree with society’s beauty definition.
Makeup is challenging, therapeutic, and enlightening. It helps to create such a fun aspect to life. Makeup is creativity. Creativity will be the definition of society.