In some cultures men has always worn makeup. In the Western world men wore makeup (mostly white powder and rouge for the face, beauty mark, and red lipstick) as well as bright elaborate clothing until the French Revolution, then elaborate and extravagant clothing and makeup were seen as tied to the French monarchy and were considered in bad taste. After the French Revolution women began wearing Greek-inspired clothing and very little makeup symbolizing the triumph of democracy (example).

During the Victorian era makeup was scorn as improper for a lady to wear, as only prostitutes and actresses wore makeup. In the late 1800's and early 1900's when women fought for the right to vote, some women began wearing lipstick as a symbol of liberation (I guess you can call that Edwardian Slut Walk?) and embrace of femininity. By the 1920's makeup became more widely acceptable as a female-practice.