Previously the term curated was mostly used in the art world. Artists use to talk about having curated collections and those would have higher prices than the regular artwork. This has changed with many merchants a branding their products as curated. This is meant to show the public that their products are more special in a bid to make more sales.
The public seems to respond better to “curated” items than other products. This has created a trend where many companies prefer to use the word even when their products are not curated.
The use of curation only becoming rampant but it is a concept that has been around for long.