Any way you look at it, to my mind, grooming that happens with your genitals has to do with sex.
I feel like there was this breif window in the 70's, 80's and 90's where women actually were able to be more sexually liberated and not be ashamed of their bits.
Since, I don't know, the much greater availability of (I guess) American porn, say the last ten years, girls have tended to, in generaql, be into a lot more artificial grooming.
Hair extensions
Waxed vaginas
Fake Tan
False eyelashes
All things that, yes, some people have always done, but NOT mainstream.
Now it is mainstream.
I don't care what other people do with their bodies, but It does feel to me like it is all borne out of this enourmous insecurity that whatever we have, naturally, is not good enough.
I bet fake orgasms are on the rise, too.