Feel a judgement on looks to me happens in the first seconds of a meetup. It is the whole package starting with and though with the greeting and the smile — then on to hair, nails ,makeup , and dress. I also have noted when honestly being thrilled with what came from behind the door the encounter intensity is heightened almost before it started.  
When seeing a top rated GFE have the expectation of the “Prom Date” and appreciate the work it took to present oneself. From there said provider gets better or worse looking based on the session.  
When seeing said provider am not expecting the look of the female across from me in math class which is what one often gets  with the massage providers.

Although, I prefer not wear makeup I do because it’s hard to judge me if I gave little to no effort. I actually enjoy preparing to create a man’s fantasy dream date it’s fun! I always inquire about the gents favorite color.

1. Does she have a pretty face?
2. Does her body match her photos?

Base criteria is ass, tits, and face.  But an A for effort is given for nails, lingerie, hair, etc...  Make-up is not necessarily my thing, for one I like natural beauty, I am certainly for it if it enhances but nothing over the top, and two, for evidence purposes.  I once saw a lady who had a heavy layer of foundation and when I got back to my car I noticed it was all over my cheek and mustache.  Snacks, and water or other beverages is definitely a nice touch, but I generally don't partake.  

If I have decided to meet you, it’s in large part because your pictures appealed to me. So presuming I already thought you were an 8+, chances are that’s how I’ll score you—if you are the woman pictured.

Are obviously subjective. I prefer a more natural look. I can't say what makes a woman attractive to me but I know it when I see it.  Many times her beauty comes from the inside and becomes more apparent over time.  

1 -- face  

... any woman that looks better than Rosie O'Donnell is a 10.  

I have two thoughts on your question:  

Are very, very subjective.

Most of my dates are always, nicely  dress in lingerie  (even though it usually  don't  stay on for long 😁), looking sexy,smelling  good etc.  
However,  since we are talking  about looks,  one of the
thing that happens so frequently is when a provider photos are dated  
and is not an exact match  of the person  present.

It’s been said “beauty is in the eye of the beholder”
Everyone to their taste. I have seen providers rated 9 and 10 here that make me shake my head. The most beautiful women to me have a personality that shines through. I don’t like heavy, elaborate makeup. Nor do I go for Rubens types. A woman who exudes confidence, warmth, friendliness and is reasonably athletic is my taste. I get a certain feeling instantly from the whole picture. Women who look great dressed in anything, are really special. There are very few women who I rate higher than a 7 or 8.
If a woman actually takes my breath away, and makes me forget what I was about to say, that gets a very top rating. Rare, very very rare. Nobody else should feel swayed by my taste in a woman’s looks. Unless I rate someone a 5 or below. Then, most men would find that woman unattractive, I believe.

Totally agree. Cosmetics are a  good addition but...... " let's get it on" to the good stuff.

A farmer's horse died and he needed one quickly so he went to neighboring farmers asking if they'd sell him a horse.  Finally one farmer said he did have a horse he could sell, but he said "The horse don't look so good."  The buyer checked out the horse and didn't see anything unusual, so he agreed to buy the horse.  But a few days later the buyer returned to the seller and said, "That horse you sold me is blind!".  The selling farmer said, "I told you he don't look so good."

LOL

LOL

the part I agree with you on here is....... "Feel a judgement on looks to me happens in the first seconds of a meetup" .....BUT I feel that that judgement should have been already formed by the research done to prepare for that moment. If looks are truly  high on your expectations of your session then I think the prep work will determine if you are happy at the completion and it also points to the importance of the lady giving true data for the gent to judge. That being said I shall spend time, because if you operate as a 'Shallow Hal' mentality it is best to not be surprised as the lady peeks from behind the door, and reading reviews and looking at ads is your start point. The problem that many have alluded to is that photos are not always accurate or even close to the person that you will be seeing. If the guy writing the review will just pay attention and add a simple statement as to if the photos are correct that is help #1. In the TER profile of the lady, it states if the photos are accurate, photoshopped or simply not her, which can be point #2 (but is the opinion of the first reviewer since that is set in place with any additional reviews posted).  Further search in a good review that says more about feelings and connection and not just humping positions and compliments on size of his dick, can tell alot about how those looks can be preceived as you are both happy with the encounter. In my mind the personality and passion in the first few minutes can also trump looks many times over and the connection can be strong by simple communication.
As for makeup and appearance over and above the gorgeous body, if you are looking for GFE session do you really want a madeup 'please do not touch my face or hair lady' that wants to not be messed up ?  I enjoy being able to play with hair, roll around a bit, hold a head and kiss on a cheek and neck, and if you understand GFE and that is what you want then there should be no areas not fair to touch and makeup just gets in the way. Hygiene and clean body works both ways and is so important and can add to the grade of looks.
 My whole plan is to always go into a session. first or eleventh, with the attitude of magic and expections of bliss and leave with (YMMV), the best time ever with a gorgeous lady and with that said .....you determine and accept the looks that you expect cuz remember she also has to look at you !