This is nothing 'new' at all. It goes back to at least the 70s. Gloria Steinem argued the same point. Dated a Christian woman who was hardly a feminist. She wore very minimal makeup because she didn't want to 'look like a whore'. The story goes, don't know if it is true or not, that lipstick was invented in Egypt by prostitutes to attract attention to their mouth.
That was a real shame too. She was a stunningly beautiful woman but she wouldn't allow herself to be. She was shy to attract too much attention. Sometimes she would put on full makeup at night before bed just for me, but that was it. She wouldn't go out in public like that.
The idea of not wearing makeup is certainly not something new. Women shun makeup for many reasons, not just because of some feminist cause. Allergies, religion, shyness, and many other reasons are in play with this. There are many women who prefer to be average or even homely because it makes them feel safe.
Irish singer Sinead shaved her head specifically to make herself unattractive. It made her feel safe. Many Orthodox religions require no makeup and covering the hair of women, specifically to make them less attractive. This is intended to reduce their chances of being assaulted.
When living in a lawless environment, the last thing a woman would want is to be attractive.
