There are several causes for cheek folds or wrinkles; activity of the muscles of facial expression, loss of elasticity of the skin and connective tissues as well as environmental effects (UV radiation) all play an important role. Cheek folds can be alleviated either by direct injection with a filler or with hydration treatment. Sometimes lost volume also has to be replaced. More information on treatment options can be found here: Wrinkle treatment, Hydration therapy.