Well, I think make-up is required for both genders to look their best when it comes to cosplay.. and this comes from a transguy so in a way I can understand why some males would hesitate using make-up or even skip it all together.. heck, I did at first too.. before I noticed what a world of difference even a little amount does. At least use something to even out your skin tone (and hide flaws) and if the character is more of a pretty boy then some dark brown eyeliner does wonders.
*~Cosplays in progress~*
Masamune Date - Sengoku Basara
Eren Yeager (casual outfit) - Attack on Titan
Sanosuke Harada - Hakuōki: Shinsengumi Kitan