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The 6th level spell "Mask of Deceit" (15).

How far can you raise your Personal Beauty numbers?

Past a P.B. of 30?

Can you go the other way and look so hideous you get an intimidation bonus?

Does it change the way your eyes look too?
Like the yellow eyes of Darth Sideous?
Or cat eyes or snake eyes?

Since Mask of Deceit ONLY manages the face, I'd say that it's ability to affect the PB of the caster is limited. You could give me Brooke Shield's face, but I still am going to look like an ice cream cone dipped in moose hair. If in a situation where only my face matters (a Zoom meeting, for example), then you could set my PB wherever you liked (up to about 30, I think; mortal limit). However, if we put Brooke Shield's face on my ogre's body, I don't think it's gonna help much, partially because I am far prettier.

Can a spell caster make the mask make their face uglier?

I think it is a creative use of the spell:

Penalties for P.B. of 2:

+15% to Interrogation skill
+5% to Gambling
+20% to intimidate.
Horror Factor: 1d6+9
Character's looks actually scare people, cause children (and women faint of heart) to scream and run away, and toddlers
to wail and cry.

Mask of Deceit doesn't per say give a specific modifier to PB, it just alters facial features. Which can impact PB (and MA) to an extent. There are Age modifiers in PF2E's mainbook (pg34), so if you make yourself older you could lose PB score. IIRC there are also other ways to modify PB that could be covered by this.

Question of game play mechanics.
What bonuses COULD a player get for having the facial equivalent of a high or low P.B. so the player gets the true benefit of the spell and not just "Color Water"