Attractiveness overall seems a more valued trait in women, though, to a rather catastrophic degree. I think men should be allowed to use makeup, and I think the small amounts that would help others wouldn't notice, but, overall, I don't think the fact that women are supposed to constantly worry about their makeup or their hair or their fashion so disproportionately is an advantage. I got the impression that men don't wear makeup mostly because it doesn't really matter. That's a lot of time better spent doing almost literally anything else.

I'm guessing this isn't so much the case in other cultures as I had a few male Korean friends who wore light make up.

Oh, of course. It even changes with time within the same culture. In the United States at least, away from major cities with a strong culture of liberal individuality, there are extreme social pressures culminating in even violence that police the conduct of both men and women when it comes to self-expression through makeup and fashion.

On the other hand I tend to prefer women who use little to no makeup . It's not necessarily a one-way discrimination, though I agree the reaction is more of an automatic response people in this culture will hold towards men who choose to do so.

High hills is another example.