Facial hair is a natural phenomena while makeup is a product applied to one's skin. I can see their intent in that facial hair can enhance a man's look the same way makeup can enhance a woman's look, but they're not the same.
A more suitable comparison would be a man growing a beard and a woman maybe growing her hair long. Both are natural and both can enhance a look. But buying a product from a store is not the same as a natural phenomena.
Peace