You'd be surprised. Part of the process of preparing the body for funeral is not only putting it in proper clothing, but also doing makeup. After we die, our faces change, skin tone looks different etc and this is why the makeup is usually done. Not only on women, but also men.

People who come to say last goodbye to their beloved ones want to remember them looking almost the same as when they were alive. Definitely nobody wants to see bruises and other obvious signs telling you that you're looking at a corpse.