Quarterbacks, Punters and a few lineman. Most college football players are black. Most of the white players are too buzy getting an education.
What football players put under their eyes that is black is simply called "eye black." It is used to reduce glare from the sun, and it can consist of beeswax, paraffin, and carbon.
There called forearms and players wear it for when they land to the ground.
The first black football player in the SEC played for The University of Tennessee
They were eye black, which isn't exactly eyeshadow.
It suppose to reduce the sun's glare. But I've seen some players wear it at night games. Also some college players use paint of their school colors, which makes absolutely no practical sense.