the ideal face shape is oval and should also be within "the rule of thirds" parameter; so the primary goal of makeup is to make ones face appear more oval shaped, symmetrical, with softer features, and an even skin tone; this is achieved with various makeup application techniques, such as highlighting and contouring. Makeup is also used to camouflage things like dark circles under the eyes, facial hair shadow (I hate the word beard when it is used to describe facial hair in trans women), blemishes, etc., and play up positive attributes like large eyes and cheekbones, lips, etc., or to make small cheekbones, eyes, lips, etc. appear larger and thus more feminine. Makeup can also be used to create the illusion of bringing out deepset eyes, making your eyes appear closer together or wider apart if a correction is necessary, or making your upper lip appear closer to the base of your nose if need be. I would suggest doing a makeup 101 search, learning about the history of makeup, and it's various applications, so that you can get a better understanding how it can be used.
