What do you call the process of applying makeup to enhance facial features?

The process of applying makeup to enhance facial features is best described as makeup artistry. This term encompasses the skill and craft of using makeup products and techniques to modify and emphasize the natural features of the face. Makeup artistry involves a deep understanding of color theory, facial structure, and the various products available to create desired looks, ranging from everyday enhancements to artistic transformations for events like photoshoots or performances.

Cosmetic treatment refers to processes that may include more invasive procedures, such as injections or surgeries, which is not directly related to applying makeup. Facial beautification is a broader term that might incorporate various beauty practices beyond just makeup, including skincare and treatments. Cosmetic enhancement may imply temporary or semi-permanent procedures but does not specifically focus on the application of makeup as an artistry. Thus, makeup artistry precisely defines the skill involved in using makeup to enhance and highlight facial features.