Since it exists in every culture that has ever been known to man, it's not actually possible to draw conclusions in the normal way, by comparing a culture with makeup to one without. You can make claims about what it would mean for a culture not to use makeup, but if you do you should realize that those claims are, in their entirety, just some random junk you made up.
I was inferring global human culture, we didn't really develop in vacuums. And pardon my wording, I meant species, but I felt that'd imply that women were biologically disposed to wear makeup, which obviously I don't believe is true(maybe social factors caused by biology, but none still relevant in the 21st century).
More importantly, you're right though, I have zero evidence backing this up, or going against it. I just don't feel like it's very right.
That women wear it daily while it doesn't even cross most guy's minds. Also that women wear it, and are expected to wear it, to look better while, again, the concept rarely crosses most men's minds.
If it doesn't cross guys' minds but it does cross their minds, isn't it a reasonable explanation that they personally notice the effects and like how it looks on them?