his response to this is that he is just trying to be helpful and wants her to feel she can do these things and he will help financially if needs be.
If this was genuinely the case, it would have been said once and then never again when she said it wasn't what she wanted.
He does not respect her.
He is trying to control her.
This is the early stages of abuse - breaking her down so she doesn't have any sense of self worth and will accept his increasingly poor treatment as all she deserves. Getting her used to being told what to do, and having her thoughts, feelings and opinions undermined and ignored.
I'm curious. She thought she was just being sensitive, when's your immediate reaction (and ours) was the absolute opposite. Do you know if that's because he's told her that she was being sensitive when she stood up to him?
I ask because it's so incredibly common for women who are experiencing any degree of abuse to have been told repeatedly that they are being over sensitive for reacting or being affected by what the abuser has been doing, and then coming to believe that to be true so when they do confide in someone they write off everything they've shared with "but I know it's just me being too sensitive" etc.
His comment about "just reminding" her to take makeup on their walk settled it for me. There is nothing innocent or inadvertent about what he's doing. It's the early stages of coercive control and she needs to get away from him before he gets worse.
She will not be able to change him or fix him. He is doing this because he wants the power it gives him over her. His talk of low self esteem is just an excuse - an effective one as its resulted in her accepting his mistreatment and vowing to stay to "help" him.
Oh, and the "kind and generous" part makes no difference to any of this. Abusive men almost always having charming, community- or family-minded outward personas - all the better for making it harder for their target to convince anyone what he's doing behind closed doors, and for attracting targets in the first place.
Nobody would get into an abusive situation if the abuser was a monster 247 from the moment they met. Interspersing the abuse with "kindness" is how they get their hooks into people and keep them trapped.
However, his complete lack of respect for your friend should be reason enough for her to end this right now. It's not right, normal, or healthy.