I think it might be partially prettiness but I think it is mostly practicality. If the makeup is that difficult, it will take hours every day to put on. It can be hell on the actors. I remember reading about Peter Ustinov who played Hercule Poirot in "Murder on the Orient Express" but refused to do it for "Death on the Nile" because he did not want to have to wear that makeup in Egypt.

You have to make sure complicated makeup always looks consistent. It would have been really hard to do that in a series over multiple years.

One other example I can think of is Katniss in The Hunger Games. If you read the novel, her body was REALLY broken. I think her entire body was covered in burn scars. It would have been very hard to do that in the film consistently (though I will note that in the novels, the scars are not on her face. I saw it as symbolic of the inner scars of the Games).

So I think it is partially aesthetic but mostly practical.