The human thing is sexual attractiveness. And each sex is sexually attracted to different traits in the other.
There are subconscious motivations for women to signal fertility to men, and men to signal virility to women. Both sexes use subtle clues to assess health and reproductive capacity in one another.
Make-up can be used by both sexes, especially in some tribes, but in many cultures it is predominantly women. It is used to enhance or hide certain facial features. For example, younger women have more estrogen (since they are at the peak of their sexual fertility) and their lips are fuller, naturally pink. As women get older and estrogen declines, collagen in skin reduces etc, lips become thinner and look dull. Lipstick can hide this and make it look plump. Even a little bit of lip gloss can make a woman's lips look nicer.
There have been studies that took pictures of women without makeup over the course of a month. When people looked at the pictures, they selected the ones where the women looked their best. And it was found this correlated with when the women's estrogen levels were at their highest point in the menstrual cycle. These changes on physiology are so subtle, yet humans can detect these clues without even consciously knowing why.
These days there's things like fillers and god knows what else. I'm not necessarily saying all these chemicals are inherently good, but they arise out of an underlying motivation that has evolved to signal health, fertility and youth.
Rosy cheeks are also prevalent in youth and can indicate good blood circulation. This reduces with age - hence blush is used to give that 'glow'.
In both sexes, general cleanliness indicates good levels of physical and mental health. Someone with greasy, limp hair... Oily, dull skin, very overweight or bad body odour etc is not appealing to either sex because it indicates some underlying physical health issues, or a mental health issue where they have lost interest in taking care of themselves.
Humans have used perfumes for millennia and these days we have antiperspirants too.
Men show off virility as part of their physical fitness. Men who are physically active like athletes or sporty types or who do physical jobs are healthy and have toned muscles etc. Plenty of women are attracted to this.
There was a video doing the rounds on social media recently of a bloke just chopping wood, and women were commenting how much they enjoy it. Lots of women (including myself) find certain men's arms and shoulders very attractive, and sometimes this more important than facial features.
It's obvious why high school or college girls stand around talking and giggling to their mates and checking out the cool boys running around the football pitch or basketball court. Younger men are naturally more physically fit and healthy, and at the peak of their masculinity. Unfit, pudgy males, on average, tend not to be popular with the opposite sex, especially in youth.