Agree too it's not enough for it to simply be your "choice" and I don't agree that feminism is "about choice". It's not true that every choice a woman makes is OK and/or a feminist choice simply because she's female.
Women make choices to perpetrate FGM and honour killings, doesn't make them right. Women also make choices to do things that counteract feminism, such as teaching/modelling for their kids that it's OK for women to put up with men not doing their share in the home. And so on.
So I do agree we need to be aware of why we are making our choices, and my choice to "enjoy" make-up is deeply influenced by a gazillion images I've seen and messages I've been given. However, even given that, I'm not sure there's much else I can do than what I want to do. I could wear a "man's" suit, a sack or a banana costume to indicate that I am resisting the messages that tell me what my appearance should be like. But I like dresses, I like pink and I like make-up so I would be making myself unhappy to make a point.
I also don't think at all that appearance doesn't matter to men. It absolutely does and many men feel extremely strongly about how they should look because they are subject to the same kinds of pressures. It's just that because the traditionally accepted "male" look is much more narrowly defined and less colourful, we don't tend to see it as decoration/titivation. But ask a man to step outside his comfort zone re clothing and appearance, and in most cases he'll strongly resist.
This is why I try to take the view that make-up is a decorative / aesthetic option that's open to anyone. In some other societies, and periods in history, it is/was a male thing so there is nothing inherently female about it.
Let's also not forget that the amount of time men spend removing or shaping their facial hair to get the look they want, is probably comparable to the time many women spend on make up.
I feel differently about boob jobs because that comes with a significant risk, cost and pain. To go through that for appearance's sake seems to me a different level of submitting to pressure. OTOH sometimes cosmetic procedures seem entirely reasonable, so I'm a bit on the fence.