I don't think people in American really understand exactly what it takes to get a job in Korea these days. So many people in Korea are overqualified to do even the most specialized things because such a large amount of people go to higher learning.. Its 2 decades of extensive schooling, brutal exams, and even a more brutal work environment.
When EVERYONE is smart, you go to the next best thing, personal looks.
S.Korea is a very. . . material place, full of merchandising and very focused on being what society tells you to be. I personally would NOT want to put on makeup, but when you're in that much competition for jobs, women, and really any for of recognition, you do anything to get ahead.