I work in technology for a company that's fairly diverse (including age range and ethnicity) yet still predominately male. It's all over the map but yes the younger women do tend to wear make-up. One of my late 20s/early 30s) employees once joked to me, "see this face? It's $1000 worth of product to get this 'natural' look." They also like to have colorful manicured nails, and dress stylishly. Lip colors are usually nude or MLBB. You will see eyeshadow, bronzer, blush, even contour as a day look. And women amp up the make-up for the after hours events.
That said there are some senior women that do not wear any make-up... and they'll be dressed in jeans, tee, sneakers. So I never had the impression that wearing make-up was compulsory if you wanted to get ahead. For every senior leader who wears makeup and dresses stylishly, there's an example of one who doesn't.
As for hair coloring and covering grays, I've never felt pressured to do so. The younger and older women dye their hair all kinds of bold colors. Many older women rock the grey. Some younger women dye their hair grey. I stopped dying mine last year and have no regrets or concerns in regards to how it'll affect my career at this company.
In my last company we had a senior technology leader who was giving a speech. As I was acting as her exec comm for the occasion, the corporate folks wanted me to ensure she put on make-up before it. Driving over to the event, she took out her make up bag, and sighed. Turned to me and said, "Do you think this is really necessary?" And I said "No, do what you want and what makes you feel most confident. I'd rather you worry about what you're going to say than how you're going to look." She skipped the make-up and knocked the speech out of the park.
As for me, I wear make-up when I leave my house (except when going to the beach). Light coverage foundation to even out skin tone, mascara to darken my light lashes, and something on the lips. Lately I've added brow gel as my brow color is fading. I love lipstick and that includes bold colors, dramatic colors, and brights. Not just nudes/MLBB, but I tend to stick to those for work most of the time (not always).