Knew pinkification was a bad thing the moment Toys R Us started to resemble an explosion in a sugared-almond factory.
Before this, in round about the 1980s, it was mostly bright primary colours for both sexes.
Now look at how we've come full circle...
Incidentally, a hundred years before us, most women didn't wear cosmetics at all, and before that men were far more decorative in the way they dressed (cf. the Wildean 'dandy'). Films like Titanic are badly out of whack for the period. Those women would not have been wearing any cosmetics, no matter how lightly applied, as this was considered the preserve of sex workers. A hangover from those attitudes was how until recently royal women were not permitted to wear dark nail polish.
Times and social discourses change, but discourses are powerful: advertising and the media in particular. They hold up to us an exemplar of how women should look and behave, and it makes people want to conform (hence power operates on the basis of desire rather than constant oppression, or at the very least, dresses that oppression up as desire in some situations). So no, not all women are being 'made' to wear make up, some might even actively choose to, but the discourses governing those choices are a bit more subtle than simply 'telling women what to do'.
No wonder fashion, which might seem frivolous to some, is such a serious business.