Men just have this fantasy of the girl next door that is 'naturally' cute but low mentainance. However, in this day and age even this type of woman likely spends hundreds of dollars on beauty products.

Women often say that they wear makeup 'for themselves' but I think it's only partially true. Many women love male validation and I don't think they would care about their appearance as much if it didn't get them the attention they want. Makeup and other self-grooming that women do work. They do enhance their beauty and gain them male attention.

The idea of the down to earth girl that doesn't care about her appearance but is also naturally pretty is mostly a male fantasy.