Different photographs, different faces
A professional headshot wants you to look employable and awake. That usually means even skin, a brow with a clear shape, mascara that does not clump, and a lip that is not darker than your voice. Makeup for professional headshots should not introduce a trend your industry will read as costume. Shine on the forehead is the enemy of a corporate portrait. A completely matte face is the enemy of looking human. The work is the narrow space between those.
Family portraits and makeup for family photos are gentler. Generations in one frame look strange if only one person is fully glam. A shared level of finish, often natural makeup, keeps the picture about the group. Children, if they are in the photo, are not a makeup project unless a parent has a specific and modest request. This site does not treat that as a default.