Beauty is in the eye of the beholder, and it doesnt necessarily need to be simply exteriors that one pays attention to. Of course one's apperance is a factor, but intelligence can also be eroticised. Would you rather date a vacous tart or a girl with the abilty to converse?

Beauty is already there anyway, and often make-up only makes a woman look ugly. The most beautiful women I know are ones who wear no makeup, and look their most beautiful in the morning in their pj's; sleepy and pretty-eyed.