Less smooth make-up runs, hard to stop (7)
I believe the answer is:
rougher
'less smooth' is the definition.
('rough' can be the opposite of 'smooth' so perhaps 'rougher' is reasonable for 'less smooth')
'make-up runs hard to stop' is the wordplay.
'make up' becomes 'rouge' (rouging is a kind of making up**).
'runs' becomes 'r' (cricket abbreviation).
'hard' becomes 'h'.
'to stop' is an insertion indicator.
'rouge'+'r'='rouger'
'rouger' placed around 'h' is 'ROUGHER'.
(Other definitions for rougher that I've seen before include "less well?" , "Less smooth" , "Not so gentle" .)