Preferring "the natural look"

Similar to another silly saying from certain types "oK bUt WhAt If ShE's AcTuAlLy CrAzY,"

when men say they prefer the "natural look" they have no precise meaning rather than "I prefer women who don't use makeup because they look unnatural." Notably, this presumes that all makeup is noticeable despite the fact that you obviously can't detect every use of makeup.

Not only does the mythical "natural look" shame the apparently extravagant efforts of makeup (makeup isn't extravagant), it also pretends that efforts to achieve the natural look don't exist. 

At its silliest, this refers to shampoo, but I think that has mostly escaped the male gaze by now. More seriously, "natural looks" are already seen as something to chase, especially as aging is shamed for women. The "natural look" changes with time and culture as attitudes change towards all aspects of aesthetics.

Men stating they prefer the natural look is creating a standard for the minimum amount of effort required to be presentable. Unsurprisingly, there is still labor involved in achieving the "natural look!" (Hint: The natural look is a construct made to set a standard for women.)