Ultimately, you may need to come to terms with how you look. We all struggle(d) with it to one degree or another.
Makeup can have a variety of ingredients and when you really get into it, some can be a little...odd. Lanolin, in many lotions, shampoos, shaving creams, lipsticks, etc is derived from the oils on sheep wool. So if you are looking for Organic, well, that's organic, and there are others. in fact, most of the 'gross' things that no one thinks about ARE organic.
Some colors/dyes can be toxic, but most have been regulated out. There are slightly different rules for cosmetics that are for eyes and lips, versus face for this reason. All in all, it's not something you really need to worry about.
Best cheap? ELF is ok. There are all sorts of drug store types that routinely do well. Also, there are really only so many cosmetic manufaturers and many brands just re-purpose and re-label. There are websites about makeup 'dupes.' My girlfriend, a makeup artist, will use MAC and Smashbox, but also Revlon Colorstay and Profusion and Milani if the pigments hold up and it goes on right. She LOVES to find stuff at the dollar store.
Yes, you can make a long face shorter. I'm guessing hair style will play a part in that (bangs?), too. You'd need to look on youtube or check out a tutorial somewhere.
No, you don't need a big wig. I started going out with the Alia wig from Jon Renau. I also have a short black bob with purple streaks.
Don't try any cosmetic procedures just yet.
And yes, my girlfriend is a makeup artist who helps TG people, so I guess I lucked out on that one.
