It doesn't necessarily cause either. Whether make-up is positive or negative depends mostly upon the state of the users mind. The state of the users mind does not depend on whether or not he or she uses make up. Think of it this way, a person with short, sparse eyelashes can use mascara to falsify her appearance. A person, let's say a woman, who does this because people are cruel to her otherwise is behaving in a way that is influenced by negativity. She must do it to look pretty. However another person, let's say a M2F transgendered person, with the same problem of short sparse eyelashes uses the mascara to feel more feminine, more natural to themselves. In this case, I would clearly see make-up in a positive light because the person wearing make-up uses it for in a positive way.

Make-up and the business culture behind make-up are two different things.