I've heard Carmindy from "What Not to Wear" tell many women that makeup should be used to enhance a woman's natural beauty, not cover everything up. I agree with that. Everyone has some feature that can be showcased.
Most of us aren't born with the skills we need to show off our features, so I recommend studying tips and asking professionals for help. You can view this YouTube tutorial for a 5-minute face: Makeup Tips.
Here are more tips that will help you look your very best: