Makeup had some strange connotation back in the early 19th century. Ladies that wore makeup were considered "floozies" or "unbecoming" by men at the time. So, in order to appeal to the male gaze, women would pinch their cheeks just like this to lightly bruise them, bringing blood to the skin and giving off a "rosy" appearance.
The modern food binding trend started with a dancer named Yao Niang who had tiny curved feet and performed a popular routine where she wore tiny shoes. In order to mimic Yao Niang's curved feet, women would break and tie their feet until they arched towards the heel. Ouch!