I retired from work last year and have been having fun playing around with lipstick and nail polish, things I never had time/priority for when I worked. I also stopped dye-ing my hair and have grown it long.
To keep my hair from going frizzy and brittle I use 4 hair products - shampoo, conditioner, oil, spray. Nail polish? A long prep time and then needing to remove it fairly quickly - a few days- because it's chipped. Takes a significant amount of time. Lipstick is not hard, but if I worried about re-application, well, energy spent thinking about my lipstick and the time spent re-applying rather than inter-acting with other people. The amount of time I spend to achieve what I perceive is the socially desired effect is ridiculous.
I am thinking about the painted images of women throughout the ages. Skinny women = poor: Rich woman= fat. (Now that has changed: now rich women are the ones who have the time and money to make themselves skinny.) Rich women had elaborate hairstyles and clothing that could only be achieved because they had slaves/servants to do them.
So many young women talk about the time they spend getting ready for work, making themselves "presentable"- and then face the criticism of being too over-done. Even though women have achieved the right to work and own property, "women as objects" has not died.
I have been boggled by Korean "beauty" regimes involving 24 different potions and creams, and not at all surprised to see Korean women coming out and calling bullshit, in a massively misogynistic culture.
Make-up etc is marketed as "fun" - and I admit I see the appeal of that- looking after yourself, taking care of yourself. I used to think the main purpose was to keep women as consumers: but now I think keeping women insecure and unable to compete with men in the workplace/society is the real impetus behind it.