Yeah, I'm not sure what the basis GP was using for making that claim, but based on the experiences of women I've talked to about this, it's almost universally understood that interactions in almost any social context will be affected if a woman chooses not to wear makeup. I'd highly suggest to any man who doesn't believe this to ask women in their life who would be open to this sort of discussion to honestly ask about this; I think you'll be surprised how much the choice of whether to wear makeup affects even professional life for women. A coworker at a camp I worked at after my freshman year of college who did freelance work during the year said clients would agree to higher rates when she interviewed wearing makeup compared to without makeup. This isn't an isolated thing; a quick google found a reddit[1] threat discussing this topic where server discuss making larger tips based on not just the presence of makeup but also based on specific types of looks (e.g. the shade of lipstick). One commenter even mentioned that they're _required_ to wear makeup to work.
Makeup quite literally added an extra artificial step that society decided was required for women to be taken seriously in professional contexts. You might be able to make the argument that professional standards are as high for men appearance-wise (although I'd personally be skeptical of such a claim), but if you think that makeup didn't cause the standards to change for women, you're deluding yourself.
What men hate is excessive, badly done makeup. Most men would prefer the 'natural looking', which is actually makeup, but well done. People wouldn't notice a good makeup, but a bad one they will remember. Most men wouldn't love no makeup.
Make-up literally did change beauty standards though.
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