It's not just about the character looking as though they are wearing makeup. In fact, I believe that to be by far the least important reason to have makeup options in a character creator. When used subtly or in different shades it all has its uses above and beyond making the character look as if they're wearing makeup.
Eye shadow especially is useful to create the impression of deeper set eyes, and character creators have an unfortunate tendency to not allow deep-set eyes as a possibility. Lip colour can be used to make the lips less obvious as well as more, and cheek colour can be used to create the impression of more sunken cheeks or obvious cheekbones (or just make the skin tone look somewhat more natural, since they tend to be quite uniform in games and this is often not the case in reality). To me, those are the important reasons to have it available and available to both, but I don't think people should be limited from having their male characters wear obvious makeup any more than they should be limited from having their female characters do it.
There are lots of options in any given character creator I'm not likely to ever use, but I'll always think that having more options is better. Am I going to make a character with a beard? Probably not. Am I going to make a bald character? Probably not. Am I going to make a character who wears obvious makeup? Again, probably not. In all of those cases, however, I think that clearly people should be able to do those things if they want to. I also wouldn't rule out that I'd make a character using any of those options, since if I do play a game enough times I'll play all sorts of characters.
why would men wear eye shadow, and lip.....colors....thats creepy. Way too creepy! Why would anyone even...
I don't understand why people have this issue. It's exactly the same thing, be the person in question male or female. If it doesn't make sense or is creepy for one to do it, it doesn't make sense or is creepy for the other, and vice versa. (I don't personally understand why anyone would wear makeup when not on stage, but I certainly have no problem with them doing so. Whatever makes 'em happy, so long as it doesn't involve damaging other people, which wearing makeup certainly doesn't.)