As far as differences with male and female beauty standards:
I think this is driven by a few things. One being that male attraction works quite differently than female attraction. So you will always see a tendency to more visually noticeable beauty standards for women. I also think there is a much stronger tendency for markers of youth to a factor in female attractiveness, and for male peak attractiveness to be older, sometimes significantly so, and that will lead to potentially really different approaches to beauty. For women it will be around maintaining an appearance of youth, which is not really that easy.
We might reasonably ask why women don't become comfortable with appearing "older" once they have partners, and that is a very interesting question, I think. What it makes me think of is the way we often hear people say, how dowdy pictures of their mums or grandmums looked. Or comparing the appearance of the Golden Girls to the Sex and the City characters, at the same age. There is a real change of much older women working very hard to appear young, and if anyone wants to say that was caused by the patriarchy, I think they need to explain why it seemed less powerful back when there really were different roles for men and women. Instead, this seems to have ramped up as more women are competing for partners at an older age, and maybe as they are competing in the workplace too. The luxury of becoming a dowdy housewife seems to have given way to a perpetual need to remain young and vibrant.
But in addition to that, I think luxury product marketing has for a very long time focused on female consumers, because they have tended to control the household budget. So we have something like 100 years worth of layers of products and practices developed for that market - doing what advertising does, creating a need that didn't exist previously, and then providing a solution. We now, incidentally, see this happening more with the male market, and the gay male market being targeted as well because of it's high level of disposable income.
I'd ust point out two other things - there are, in reality, lots of women who don't bother much with any of this. You see them every day, they are all over the place. And the other is, I think the attempt to dismantle institutions like marriage and monogamy, which are not from the patriarchy, whatever that was, but were part of the supposed opening up of society and progress, have had the effect of sexializing women's clothing and presentation more than they ever were before. And many feminists continue on a regular basis to say that women need to have the choice to dress and present how they want,and that it is wrong to connect this with sexualization. so I am not sure it is the patriarch that is the real problem in this instance.