Makeup can make a massive difference in those with not well defined features (not deep eye orbit, low nose bridge, light eyebrows and almost skin colored lips ). This is often the case for blondes; my experience is that in blonds, makeup makes a huge difference in attractiveness.
In women like peneloppe Cruz, it makes less of a difference.
In my case, the difference between wearing makeup and not, is not that huge since my eyes, nose and lips and eyebrows are very well defined already.