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"Because women can not display their bodies or hair styles or tattoos, what becomes prominent is the face," Jafari said. "And what becomes more prominent is the makeup."
Cosmetics are also a form of entertainment, he and a colleague discovered after conducting in-depth interviews with 15 young Iranian women for a 2014 study. For many, they wrote, the use of makeup represented "the desire to uplift tired spirits in a monotonous environment."