I believe there are no rules with makeup. You can express yourself however you want. But here are some general guidelines for the most popular type of beauty makeup you see in magazines, tv, and film.
Choose an emphasis whether it be your eyes or lips. What part of your face do you want people to be drawn to the most? If you want people to notice your strong, smoky eyes then choose light to medium shades for lips. If you have light makeup on the eyes and want to bring your lips out more, go for a bolder color on the lips.
How to make your eye color stand out. If you have green eyes, then purple, lavender, bronze, peach, brown, and navy colors will accentuate the green in your eyes. If you have brown eyes, choose lavender, purple, grey, and navy colors which will make your brown eyes stand out. If you have blue eyes, then grey, beige, brown, and copper brown will accentuate the blue in your eyes. Don’t use the same colors for eye makeup as your eye color. For example, don't use green shadow if you have green eyes and want to make the green pop. Same with using blue colors with blue eyes and brown colors with brown eyes.
Here is a general color guide for:
Brunettes with fair skin
Eye Shadows: beige, browns, peach, khaki green, sage green, light grey
Eyeliner: black, brown, navy, charcoal grey, forest green
Lips: rose, beige, true red, brick red, fuchsia
Brunettes with medium to tan skin
Eye Shadows: lavender, purple, bronze, browns, sage green, greys, pinks
Eyeliner: black, brown, navy, purple, forest green, charcoal grey
Lips: rose, nude, peach, pink, true red, brick red, burgundy red, fuchsia
Blondes with fair skin
Eye Shadows: beige, browns, peach, light green, light gray
Eyeliner: black, brown, dark purple, forest green, charcoal grey
Lips: rose, nude, beige, pink, peach, true red, brick red
Blondes with medium to tan skin
Eye Shadows: purple, bronze, brown, copper, any green, grey, pinks
Eyeiner: black, brown, forest green, grey, purple, navy
Lips: rose, pink, nude, peach, true red, brick red, fuchsia
Grey haired people with fair skin
Eye Shadows: beige, beige-brown, grey, peach
Eyeliner: charcoal grey, black, forest green, navy
Lips: rose, beige, true red, fuchsia, burgundy
Grey haired people with medium to tan skin
Eye Shadows: grey, peach, light beige, rose, light pink, lavender
Eyeliner: charcoal grey, black, navy, forest green, purple
Lips: rose, pink, true red, fuchsia
Redheads
Eye Shadows: grey, light brown, copper brown, light green
Eyeliner: black, charcoal grey, navy, dark brown, forest green, khaki green
Lips: nude, rose, beige, true red, brick red
Have fun experimenting!! :)