In recent years, the trend of genital cosmetic surgeries among women, particularly in urban areas of Iran, has transformed into a social phenomenon that necessitates a comprehensive and in-depth exploration. Previous studies has primarily focused on describing the individual or medical reasons for these surgeries; however, this study seeks to analyze the phenomenon through the lens of social theories, examining it within the context of cultural, social, and gender structures.

The main objective of this research is to understand women's experiences, attitudes, and motivations regarding GCS. This study employs qualitative methodology and a grounded theory approach, with data collected through in-depth and semi-structured interviews with 26 women.

The findings indicate that various factors influence women’s decision-making regarding these surgeries, including experiences within secondary families, social comparisons (such as comparisons with partners’ previous relationships, pornographic actresses, or their own appearance before pregnancy), and the influence of reference groups such as spouses, physicians, friends, and the media. These factors, along with issues related to pregnancy and concerns about attracting the opposite sex, contribute to a sense of void in women’s everyday sexual lives.

Experiences related to secondary family dynamics and marital relationships emerge as key factors contributing to feelings of dissatisfaction in sexual relationships. Additionally, the role of physicians as reference groups, particularly through marketing strategies and online advertising, significantly impacts these decision-making processes.

Overall, this research illustrates that GCS in Iranian society are influenced by a wide range of socio-cultural factors that significantly shape women's decisions to undergo these procedures.