I think it's also what we are used to growing up with my mothers. My mother never wore make-up. She wore eye-glasses so she couldn't be bothered with an eye-liner either. As a college kid, the only thing I wore was an eye liner on occasion.

Over the years as an adult I will buy some make-up and not use it and I've realized I am just not the kind to wear make up. It would need a special occasion maybe 1-2 times a year when I will take the time to wear make-up.

You are correct that it is early messaging and it is so important to let young girls know that they are smart and attractive for the sum total of all the qualities they possess and not just their looks.