"When did this viewpoint become acceptable, even common?"
About 4,000 years ago, in Egypt?
Seriously, though, or as seriously as this topic can be taken, many men do spend considerable time working on the image they will project. I've seen men getting manicures, pedicures and facials, men in tanning salons, men as particular about their hair as any model. Men who insist on wardrobes that are the current fashion, etc.
It's all about what's fashionable and what's attractive, and it varies from year to year. Long ago when dinosaurs roamed the earth and I was in college, it was quite acceptable for women to go without makeup (late 1960s). Not all thought so, but an alternative culture of simplicity and directness was very much in vogue.
There's not much sense getting upset about fashion trends, it's apparently human nature for a great many folks. Even among INTPs, as you can see in this thread, there's varying degrees of comfort with or seeking after some of the perceived virtues in cosmetics. The best we might be able to do is say it's somehow linked to a biological imperative dealing with the sex drive, it's somehow more involved with emotions than intellect, and we therefore need to, perhaps, acknowledge our limitations in trying to understand it?