Depends on what culture one means.
TV doesn't really count - makeup there is generally to offset bright lights and isn't done in such a way to make men look like they are wearing colored eyeshadow.
Of course, it is true that anyone can do anything they want these days, pretty much. And becoming more so.
But over the past century+ in the United States, men did not walk the streets or go to work wearing makeup, so it is not what we tend to associate with men.
Captain Jack Sparrow (the fictional character) was a notable exception, as were a few other characters in show business.
But you didn't see a [male] mechanic, doctor, shopkeeper, school teacher, baseball player, waiter, college professor, coach, stockbroker, construction worker, dentist, librarian, accountant, drill seargeant, butcher, grocery store clerk, jogger, soldier, cowboy, computer programmer, short order cook, lawyer, or dad ... pretty much no men encountered in life in general, wearing makeup.
So those of us who grew up and lived in the US (maybe until recently) would be surprised to see a man wearing makeup.
Personally I think it's the intent that matters. If a guy has really bad skin, I always felt kind of bad for them that they usually wouldn't even think of using some kind of concealing product.
But purposely painting oneself to look like a woman IS a deliberate statement.