Beards and Makeup

A paper published in 2020 suggests that in sales contexts, on average, a man with a beard and a woman with no makeup or "natural"-style makeup will seem more trustworthy to potential customers than men without beards and women with more "professional" or "elaborate" makeup.

This research was conducted to see if face-based visual cues might influence a customer's perception of how expert a salesperson seems to be in regards to whatever it is they're selling.