I can't speak for men but I only wear make up on special occasions and even then it is very little. I would rather a man notice and appreciate me putting in the effort than to see me that way daily then take notice when I didn't make the effort
Generally, I really don't like the taste of makeup.
Well, you're not supposed to eat it.

Stop licking your wife's face!
She likes to be licked.
But with the taste of makeup, there are rare exceptions. The most notable being the apple lip gloss that first lover would always wear. We were sitting in a big circle in my parents' garage playing an innocent game of spin the bottle with a bunch of friends and it led to both of us losing our virginity in the back seat of my mother's '72 Chevy station wagon.
She always wore apple lip gloss. I didn't think that tasted bad.
That was when we were only 12 years old. I'm 48 now and sometimes I'll still get an instant woody when I smell apples. Nobody forgets their first time.