Regarding Bahá’í women using facial make-up: individuals are entirely free to do as they please in such purely personal matters. As Bahá’ís are enjoined to use moderation in all things, and to seek the Golden mean, the N.S.A. can, if it deems it necessary or advisable, counsel the believers to use moderation in this respect also.

Shoghi Effendi, Dawn of a New Day, p. 192