To you. Not everything is for the male gaze. I wouldn't do it myself, and I don't think it's attractive on most women. But people aren't walking around trying to please me. Or you.
Injecting cologne into ones lips inflating them to several times their natural size is objectively ugly.
There are aspects that I find attractive on people that general societal consensus determines to be ugly. I understand this and can admit that what I like is a fetish and goes against societal norms.
It's ok to like human lips bursting at the seams, but that doesn't mean it isn't ugly.
Why people get these treatments is complicated. Some might to attract men, but others might to "look like their competition," or "at least I don't have saggy, wrinkled lips." It might not have anything to do with men at all, but a general body dysmorphic disorder for deeper mental issues. Or really bad advice from a plastic surgeon. Could be lots of things.