The women choose to do that. Men are attracted visually and women adapt themselves to this. Women throughout history have adorned themselves to try to make themselves more attractive to men.
Men attract women by how successful we are, so we don't put on makeup and adorn ourselves. Instead, we show off our fancy cars and buy them expensive stuff to show what good providers we would be.
Some exceptions occur and it's not all 100% this and that, obviously, but that's just the way nature made us.
