The human eye versus the camera both look at things differently. This is why it's important to apply makeup when you're on camera differently then if you are in regular daytime. Makeup highlight your features and helps with overall attractiveness, but it also can help correct distortions caused by the camera lens and lighting. There are tips on how to do your makeup on screen.
On camera, men and women both should wear makeup. It evens the skin tone and achieves a matte finish, all the while helping shiny areas even baldheads.
Layering on thick makeup should be avoided. Thin layers of concealer and foundation work better as applying too much settles into wrinkles and shows up even more on high definition footage. Make sure you blend your foundation to avoid uneven coverage.
Prepare your skin for the makeup you will apply. A clean, moisturized and prime surface is much better. Use an oil free primer as it makes your skin look smoother and makeup last longer. The goal is to have your makeup look natural and last beneath the camera lights for the entire duration of the shoot. Preparation is key.
Choose to accentuate either your eyes or your mouth, but never both. You can apply false lashes but don't go overboard as it can be too dramatic.