I think people are often a bit disingenuous on these threads.
I absolute wear make up to make myself look 'socially acceptable.' Which includes to men, even though I'm married and most of the time at home don't wear make up. I don't want anyone thinking I look a horror if I can avoid it. I'm in my 50s so the first flush of youth is well behind me!
Without make up I feel fat and ugly and I'm very aware of my naked face when I'm out and about and not made up. When I wear make up I feel less this way.
I recognise the link between what is socially acceptable for women to look like in society's view and my own feelings of self worth. I also acknowledge that this isn't great, but it's definitely the reason I do it.
For example, I might try a different way of doing my eyeliner that is more "current" and in doing so I completely recognise that I am signalling that I'm not yet past it and aware of current trends. Which is in its own way broadcasting that I'm still ever so much au fait with fashion thank you very much ( although to be fair it's usually only women who notice).
It's complicated of course, but I would say that any make up is intrinsically linked to a feeling of self worth. Which is why we enjoy wearing lipstick even when there's no one else there because the 'cheering' factor is hard wired to feeling better about ourselves which in turn is linked to how we view ourselves which is almost always directed by how society wants us to look.
It's not helpful that women end up turning themselves inside out analysing it while men get to pretty much just rub the sleep out of their eyes and put on some deodorant.