I mean, considering how widespread the hobby seems to be and how long limited forms of it have been around, I wouldn’t be surprised if evolution had a hand in it even if people don’t consciously perceive themselves as doing makeup for that reason. It’s kind of like how people tend to get bored of the same food if they eat it too much because the same taste over and over stops being interesting, but really, that mechanism promotes a more diverse diet that covers more nutritional requirements.