At first I felt like the make-up shouldn't be a criteria for working at the job but then I thought about it.
There are jobs where men are required to cut their hair / shave their beard in order to work there and I automatically see why - it's that business's criteria for a professional look. And many times guys are much more limited in what they can wear for a company's dress code than women are (although probably vice versa as well for this but it's more common for guys to be limited to say slacks/buttoned down shirt/tie every day or whatever).
Anyway, it goes both ways so I guess what a business owner wants from their employees shouldn't be a problem because it's just what they want in their business. The employees have the choice to agree or disagree if they want to work there.