Do cosmetics enhance female Caucasian facial attractiveness?

This study sought to investigate whether cosmetics do improve female facial attractiveness, and to determine whether the contribution of different cosmetic products are separable, or whether they function synergistically to enhance female beauty. Ten volunteers were made up by a beautician under five cosmetics conditions: (i) no make‐up; (ii) foundation only; (iii) eye make‐up only; (iv) lip make‐up only; and (v) full facial make‐up. Male and female participants were asked to view the 10 sets of five photographs, and rank each set from most attractive to least attractive. As predicted, faces with full make‐up were judged more attractive than the same faces with no make‐up. Sex differences within the results were also apparent. Women judged eye make‐up as contributing most to the attractiveness. Men rated eye make‐up and foundation as having a significant impact on the attractiveness of a full facial makeover. Surprisingly, lipstick did not appear to contribute to attractiveness independently.