It's just the latest trend, as has been the case since the dawn of time for all women (and men?).
So trends arise when something scarce/expensive and/or difficult to obtain/maintain - comes along, and it may become especially desirable if society perceives it to pertain to youth, or sexuality.
There have been loads of these sorts of things over the years... lead makeup, corsets, starvation diets, acid perms, all sorts of fancy clothes, super-straight hair, high heels.
Initially, only people with leisure time and money can engage with these sorts of things... normal women have usually been too busy having babies, or working in factories, or collecting the harvest or whatever.
But once it becomes desirable and people find ways to access or emulate it... they use curlers, or use cheap substitutes of some sort, or achieve the look by some other dubious means.
In this case, it's getting two lots of goodness knows what injected into your face by goodness knows who in the back room of the hairdressers.
These facial treatments are becoming accessible... by fair means or foul more and more women are finding a way to access this club of people with this particular desirable thing. And often, it's women with precarious incomes (or 'new money') who are doing this to demonstrate to their peers that ' they're in', and bollox to the consequences. It's certainly not the daughters of the economics professors and art historians who are doing this I'm sure.
The thing is this time, there may be permanent consequences. But it's always been this way. I mean we all know what women with butchered eyebrows are 'like', right? Or barbed wire arm tattoos? Or stretched earlobes?
The behaviour is as old as time, it's just manifesting itself in this particular way at present.