(Not any sort of comment about 'cultural imperialism' or whatever.)
I really love her with the more natural hair texture. Not that I don't like the sleek slicked-back look (and I'm a sucker for vibrant color--hardly natural), but it gives her a tiny bit of a 'free spirit' vibe, a welcome change from her usual look. Yeah, she always looks impeccable, and has the most amazing red carpet dresses, but I often find her too over-styled, over-coiffed, over-everything. She has this amazing mega-watt beauty, it's a pity it doesn't fully get to shine through much of the time.
Yeah, especially in Greatest Showman, the makeup took away from her natural beauty. IMO her face shape suits the wavy-curly hair texture more than straight. It emphasises her skinny chin more. Not the best comparison, but it's a similar thing with Freja Beha when she wears her hair wavy.