The proposed research will identify the psychosocial context of and public communication about the dramatic rise in female genital cosmetic surgery in Australia and interpret the phenomenon within a gendered understanding of health in society. There are four components: in-depth interviews with women, consultation with key informants, online survey, and analysis of social media. Drawing on the full resources of the research team, results will be used to contribute to programs in schools and online aimed at enhancing sexuality and body image education, universal and targeted public health campaigns for the community about normal genital diversity, and professional development for doctors and beauty therapists.