Why Can't guys wear make-up?

Why can't guys wear make-up? I am wondering since I don't know what is the problem with it? I am not saying that all guys should wear make-up but some guys would look good with it? I know that lots of celebrities wear it for the red carpet, performances and films. But the thing is when you look at Adam Lambert or Zac Efron. I know Adam is gay but the thing is they are really loved by the females and tons of girls find those two guys attractive and they both wear make-up almost all the time. The same thing could be said with Bill Kaulitz and Pete Weintz. Even David Beckham who is proud of being a metroual. Can only metroual celebrities wear it? What of other metrouals who decide to wear it but aren't famous. And are questioned of their uality. Same thing can go with other guys who are emo, goth or just wanna cover acne. I am not saying to wear like a whole bunch of make-up but a certain amount or whatever. But the question is why is society build that way? And what is the problem if a guy decides to experiment with make-up? Also let us remind ourselves that the Anciet Egyptians were the ones to make make-up and they made it for guys not girls. Then they decided to both wear it. I am a guy. I am not gay at all. Have a very nice style and would not mind in experimenting with make-up. I don't know how to wear it or if I will look good. I am very handsome and cute though. But this question is not about me. Its about why can't guys wear make-up and what is the difference in a celebrity guy wearing it like Adam or Bill with a random guy who wants to look good? Why are celebrities so loved by women when they wear make-up. Not all guy celebs wear it though just a certain few who are sometimes considered to be metroual. But they are really loved by women. Like I don't get that? No insults or sayings like cause its gay. Also is there such a thing of a guy to be different. Not different like gay cause that isn't really different anymore like another type of different.