Why do so many people hide their real appearance?

The ‘Beauty False’ Instagram account is dedicated to showing you the truth about how stars look without layers of makeup and excessive photo-editing. The difference is striking (and a bit comforting because we can make our expectations for ourselves more realistic). Scroll down, have a look, and share your thoughts about how some celebs hide their true selves, dear Pandas... More here.

I can't work out if the above account is cruel or not, but I am curious about people changing their appearance so much that they are visually someone completely different.

At the risk of sounding old I do not get the orange look and the sculptured eyebrows that look remarkably false alongside massive amounts of makeup. It makes the person (mostly women) look very unnatural and in my opinion less beautiful.