Striking a balance: the paradox of female appearance expectations and its influence on body image among young women in Ankole, Uganda

The study explored how contrasting societal expectations of female attractiveness influence body image among young Banyankole women in the Ankole region of Uganda. We conducted narrative, in-depth interviews with 30 women aged 15–24 years and analysed the data using reflexive thematic analysis. Three interrelated themes emerged: navigating contradictory beauty and gender expectations; emerging lifestyles and daily routines that shape young women’s bodies; and shifting standards of physical attractiveness. These findings demonstrate how young women navigate competing appearance ideals, influencing their body image and self-esteem, with significant implications for families, schools, and workplaces.