if you're talking about professional eye makeup pictures, that's exactly what they are - professional photos taken by profressional photographers with the right lighting, angle and lots of photoshop. Believe me :-) I just went through a photoshoot of 4 hours myself last week. :-)
I myself barter with a photographer for professional pictures of my work, that way, I know it is being well-represented! Also, the better the makeup and brushes you use, the better your shots will be!
Here are a few shots of some of my recent brides... and Ilove that my photog doesn't do photoshop! We only adjusted the contrast.