I don't think successful makeup depends on what you use as much as on how you apply it, both in Sims 3 and real life. In real life I don't wear makeup any more but even when I did I went with the "less is more" philosophy, plus I was just too lazy or too late for work to take the time to apply much. :)
So I tend to a more natural look for most of my sims. Neither males or females get eye shadow, although in the past I have used some on particular sims, mainly rock star male sims. All of my sims, both males and females, get this EA eyeliner:
https://i.imgur.com/lU3vCW3.jpg
It gives a suggestion of lower eyelashes.
Here is Johan from my current game in CAS and playing a video game. Because his hair is so light I made this eyeliner a light ash brown and at about 60% opacity it hardly shows up.
https://i.imgur.com/TDdAZ63.jpg
https://i.imgur.com/Xi36NzG.jpg
I didn't use any other makeup on him.
Here is Kaitlyn from my current game in CAS and painting. I made the color for her a darker brown and at about 60% opacity it does show up subtly.
https://i.imgur.com/1PwvWkd.jpg
https://i.imgur.com/H4TcBC5.jpg
On Kaitlyn I used a blush/contour that came in on a download of a sim from the exchange when I first started playing but some times I use PralineSims Silk Foundation.
https://i.imgur.com/1Silgyv.jpg
https://i.imgur.com/GPzpJ3a.jpg
As for lipstick I use Lemonleaf lip gloss N17:
https://i.imgur.com/rKiXhDA.jpg
https://i.imgur.com/nHNqV2W.jpg
I sometimes use a dried lip lipstick, mostly for my male vampires.
Here are a couple more sims using the same makeup
https://i.imgur.com/v1eejk6.jpg
except here I did use a subtle eye shadow also, one of EAs.
https://i.imgur.com/mBJJN1F.jpg
Some other examples of male sims with EA's eyeliner:
https://i.imgur.com/eSOAepS.jpg
https://i.imgur.com/1okzxS6.jpg
https://i.imgur.com/UIDsUTo.jpg
https://i.imgur.com/HmOEfyf.jpg
