People's (or society's) definition of Make-up is perception.
In Film / TV, generally speaking, all men wear make-up, on the red carpet all men wear make-up, in editorial shoots, all men wear make-up. And they look like what society's current definition of what masculinity should look like... and no one bats an eye.
On the street, men who wear make-up, wear it like how a woman wears make-up... A total full coverage evening look. It's been like that for at least 40 years, back then there were second looks, now it's not a big deal.
Strangely enough, men on the street don't wear a typical masculine men's make-up look, which is due to perceptions and belief systems.
On a sidenote... In my experience working in Film / TV, about 30% of women are make-up diva's who nit-pick every little thing in front of the mirror. And about 90% of men are make-up diva's who nit-pick every little thing in front of the mirror, as they want that natural, rugged, masculine look that make-up helps accentuate, and they want it done in 10 min or less, and they get pissy when they don't. And of course they're the ones that want that clean, masculine look when they go out to do press junkets, red carpet appearances, of course all guys do. Again perception.