First of all, it is not uncommon for men to wear makeup specially in the acting, beauty, and fashion industry. Putting on makeup for editorial photo shoots is a must to make it easier for the photographer to retouch. Not only that, male models need to look very 3 Dimensional to make them look chiseled, tanner, or very matte (oily skin can reflect too much light) and doesn't look good in magazines. These male models are used to wearing makeup, and are very conscious about touching their face. They have makeup artist and other people wiping their sweat for them in between clicks of the camera. Film making also magnifies the actors' skin 100x specially on tight takes so they really need to pile on the makeup to withstand all the lights, the cameras, and the heat. Without makeup, they will tend to look very pale and flat.
Makeup artists like me have to exaggerate these models jaw lines, cleft chins, nose lines, and cheekbones to make them look more high fashion and more model-esque when walking down the runway or posing for photo shoots.
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