According to Allure, a new study shows that our drive toward wearing makeup may actually be
due to a biological urge.
It seems women's faces have a greater color variance between the eyes, lips, and surrounding skin than men's—
a contrast typically exaggerated with cosmetics.
"Though people are not consciously aware of this, they unconsciously use contrast as a cue to tell what sex a face is," says Richard Russell, Assistant Professor of Psychology at Gettysburg College. "And since femininity and attractiveness are highly correlated, making a face more feminine also makes it more attractive."