To make what is already beautiful... even more so?

I don't quite understand why some girls depend on makeup. Some claim that they can't go without it. Others simply say it makes them feel better. Every so often, I run into some who say they only use their makeup to emphasize something. And then, of course, there are those who seem to be utterly dependent on their makeup. Why is this?

I won't deny that there's the importance of beauty to women. Here's what I found on the internet (what a lovely source to find what's important to women, right?):

"every woman is already beautiful, and every woman can be even more beautiful! It's simply a question of appreciating yourself, highlighting your natural beauty to project your own self-image, letting it shine through, and then finding out what happens next!"

Okay... I understand the first part: every woman is already beautiful. I think more people need to realize that, especially women. 

And next... every woman can be MORE BEAUTIFUL! YES!! Woooo!! I won't say that that's not a plus. I think all guys like to see beautiful women...unfortunately, that's how we're kinda made. Yeah, yeah, this is the whole outer beauty v. inner beauty thing, but what is most important to women? I guess we, as men, will never know. Hah.

But many women claim to be more than just their face and body, but the conglomerate of women (in first-world countries, at least, to be fair) seem to emphasize beauty over most everything else. 

I appreciate beauty and what God has made. I'm not against highlighting it with things like makeup. I just don't understand women who seem to have a permanent need for it. If it's an object / material of security, that...isn't right. Ladies: know that you're beautiful. Don't depend on some chemicals on your face in order to consider yourself as gorgeous. You have been made in God's image, and that's all that matters.