A series of two studies suggest that women adjust their makeup application based on context, increasing intensity and effort in social or mating scenarios, and reducing or avoiding makeup application in threatening situations. This research was published in Evolutionary Psychology. Human fascination with physical appearance is both ancient and evolutionarily driven, as evidenced by the extensive use of beauty products and women’s significant investment in appearance-enhancing activities. Women’s makeup serves various purposes, such as attracting mates, gaining status, and competing with other …