Makeup applied to facial features increases perceived skin evenness

Facial cosmetics have powerful effects on person perception, such as increasing perceived attractiveness and competence. One specific aspect of facial appearance affected by makeup is apparent skin evenness. Here, we tested the notion that makeup makes facial skin look more homogeneous in part because of changes made not to the skin, but to the facial features. In two studies, participants made ratings of perceived skin evenness. Ratings were made on two versions of the same faces. In one version, no makeup of any kind was worn, while in the other version, the faces had makeup applied only on the features (digitally in Study 1 and by a professional makeup artist in Study 2). Critically, no makeup was worn on the skin in either condition, such that the physical skin homogeneity was identical. Across both studies, skin was rated as appearing more even in the condition with makeup applied to the facial features. This indicates that cosmetics make facial skin appear more even partly due to products applied only to the facial features. These findings are consistent with recent work demonstrating that skin appearance is affected by contrast with adjacent surfaces, possibly via contrast gain control.