Firstly, there is awareness. More people are opting for these treatments simply because they know it can be done. Earlier people thought that if they wanted higher cheekbones, they need to go in for surgery, which is painful and involves quite a bit of down-time. But now all it takes is an injection, which results in a natural look in minutes. It is a smooth transition to looking beautiful.  Secondly, the need to look beautiful is so much higher than it was before. Everybody is looking beautiful, everybody is a model/ actor and people are constantly looking at faces that are airbrushed. So it's the need to look beautiful coupled with the possibility of looking beautiful in a trouble-free way that has increased the number of women availing of such treatments. Lastly, there’s money. People can afford to go in for cosmetic procedures as they have more spending power.