But why would a woman "just do it for herself"? She knows what her face looks like, she's not fooled. I will put in effort and some expense to keep my body healthy and fit, and yes. some of that is vanity. I get the reward of a more fit and healthy body out of the deal. But putting on makeup seems entirely a matter of fooling or impressing others, at some daily cost and effort, can't fathom doing it for some other reason.