“…The style and degree of makeup women choose to apply may differ depending on how attractive or competitive they already feel, who they anticipate they will interact with, and the context under which that interaction will occur (Cash et al, 1985;Wagstaff, 2018). In contexts when it is desired, selfsexualizing, including wearing makeup, can benefit a woman's self-perceptions in ways that may offset other negative effects of objectification (Meltzer, 2019; see Choi & DeLong, 2019), encourage favorable impressions (Etcoff et al, 2011;Klatt et al, 2016;Netchaeva & Rees, 2016; von Baeyer et al, 1981) and help attract romantic partners (Mafra et al, 2020;Mileva et al, 2016;Hill et al, 2012). In other contexts, wearing too much makeup can be more costly for women and lead to negative evaluations (Cox & Glick, 1986;Delpriore et al, 2018).…”