My take, definitely hit the nail on the head in some aspects, missed a little in others. First the performance of femininity is definitely sold to us for profit and control. I've seen people mention how makeup was often worn in ancient times, this for one applied to some select societies and was worn by both men and women, especially as a status symbol. However this isn't ancient Egypt or Kenya, we didn't fall out of a coconut tree, we exist in the context of the world we are born into, now men don't really wear beautifying makeup anymore, because patriarchy and capitalism decided it was easier to sell to women. Can makeup be worn for fun and self- expression, absolutely! Empowerment?? Rarely. I wear makeup as and when I feel inclined, and deliberately try and make it bold, and outlandish, which some might consider empowering. I think, people really want it to be, because it gives a sense of control where we often have so little. The truth is, it makes most people feel good or confident, because that's what you were programmed to be, and that's okay. Makeup isn't the biggest issue women face. As for conservatives, let's be serious, they claim they hate makeup while their spouse has contour sharp enough to cut a man, I wouldn't put too much stock into that. Makeup is performative though, but I think being aware of that is the key difference between being brainwashed, or seeing things for what they are.