I agree, that men don't understand what goes into a beauty routine that gives the illusion that someone has "natural" beauty.
I've talked to guys that couldn't tell whether or not a Playboy model had a fake tan, or if it was her natural skintone - it's very amusing.
Another thing i've learned, is when a guy feels insecure in himself (and you'd be surprised how insecure men REALLY are), then they will pretend to not be interested in chicks that wear makeup, hip clothing, push-up bras, etc. but if you've ever seen their cell pics, or been into their houses, you'll see pics or posters of half naked women with clearly fake breasts, tons of makeup, fake tans and evidence of photoshopped body parts (pixelation).
Its come to my understanding that men most likely do this because even though they think women of that look are drop-dead sexy, they feel like they aren't good enough to make it with one, so they put on a poker-face and pretend they don't want or "need" these "kinds" of women, despite the fact they have Playboys and posters featuring women of this look which they find worth spending their money on and also wanking off to.
How many times have you been out somewhere with guys (or around guys) and a super sweet and extra cute/sexy chick walked by, dropped a word (or didn't) and the guys you were with (or just standing near, and you happened to overhear) made an unnecessary negative comment about her makeup, hair, breasts, or just about her personality (even though she's said next to nothing in general) even though they're clearly checking her out as she walks by. I can't even tell you how many times i've seen this.
A man's own psychology, and his irresistible love for the fantasy women in the media makes a man intimidated by a drop-dead amazingly gorgeous woman.