It's more of a sales decision, I believe. Who buys more makeup, women or men? Would a woman be more likely to buy your product if it was demonstrated on a man?

It's not anti-maleist..... Statistically....Women buy make-up more than men, so why advertise make up on guys?

"Anti-maleist".

...Is that a word? O.O

I wear makeup sometimes, don't go assuming men don't wear makeup unless they are famous. Anyways, most people think women are the only ones who wear makeup so whatever, it's dumb but true.

again it could be their demographic not their preference

No, it's just that women wear it much more, statistically. I like wearing it, but I wish women weren't expected to wear it do much. It puts pressure on some of us. If you're in theatre like me, you find that many guys wear makeup as much as the girls. I know lots of guys who are better with makeup than me! My favourite singer, who's a guy had lots of makeup in the '70's! :)

Much like in the Hotwheels poll I say this is simply an issue of demographics. Makeup ads note that females tend to use their products more therefor the aim their ads at the majority. They don't typically mean any offense to the males who use their products.