Why do European and American female singers like to wear heavy makeup, or are they more exaggerated than mainstream?

In fact, in Europe and America, their makeup is not all heavy makeup. What they prefer is light makeup that can be done in 5 minutes, which is natural and generous. In fact, the makeup of actresses such as lady gaga can't be compared with non-mainstream. Because foreign actresses put on different heavy makeup in different MVs, it is only a professional requirement to make the feelings reflected in MVs more beautiful. I don't know what are the hidden rules of European and American entertainment circles? But it won't be like ours.