Cheerleading is synonymous with a certain look and feel of beauty and glamor, but behind that stereotype is a very basic logic. Of course, one of the main reasons that you’ll see cheerleaders in exaggerated fashions, makeup, and other costume pieces when they perform is a simple stage rule that most performers follow: to be seen by judges and audiences.
Beyond that though, people that really understand cheerleading and its core skills know that all the glitz and jazz is used to fill the void left by all of the beauty and fashion restrictions in cheerleading. Most of the beauty techniques used everyday by millions of women, and some stage techniques used by performers, are strictly forbidden in cheerleading for safety reasons.
Because cheerleading is not a sanctioned sport (yet!), each school, organization, competition and program uses its own discretion to decide what beauty products and fashions are accepted. Likely, what a squad can and cannot do will depend on their age, skill level and stunting intentions.