Some times ago a read a book on subject of evolutionary biology and one of the chapters of that book was dedicated to "Sexual Selection". In that chapter it was inferred  that since parental investment of females is usually more that  male's in the process of finding a mate so in animals we usually witness that the females are choosers and the male are the chosen and for that matter males could be found more decorated and beautiful.

But in the case modern (western) humans females are trying to put on make up and be more beautiful than males and many countries like mine (Iran) it is a custom for men to propose (choose) to women rather than women proposing to men.

I want to know the justification of this behaviour in humans.

Thanks in advance.

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