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Welcome to JustAnswer! I am a Licensed Professional Counselor. Please note, this is not therapy, but information. I do hope I can help you though.
In my culture it has historically been customary for the men to pay for expenses of the date. I am pretty sure this has nothing to do with the expenses of make up and such though. It likely originated with the idea of the man being the primary provider for the family and the woman being primary caregiver, not historically having a job. It goes deeper than that, but that is it in a nutshell. That custom is not as standard in today's times. Women often seek and have careers and are financially capable themselves, so are able to share in the expences. Often, the expences are shared or even at times the woman pays.
That said, unless otherwise stipulated, the one who initiated the date should pay for it. In other words, if you ask her out, you should pay. If she asks you out, she should pay. Keeep in mind, this is all contingent on the culture you are in and the norms of that culture. Regardless, it would seem to me a good time might be worth the cost, one way or the other.
I hope that is helpful.