Many theories have been given as to the function and purpose of makeup application throughout history. Human beings have been adorning themselves since time immemorial. In some cultures, the use of certain makeup products was and still is an indicator of cultural, sexual, or social status. If you believe the sociobiological theories of Desmond Morris and the late Stephen Jay Gould, cosmetic application is subliminally meant to enhance the appearance of sexual viability and fecundity.