The pressure to be ‘Fair and Lovely’: Exploring the contributing factors to body dissatisfaction and disordered eating among South Asian women and girls in the UK

Little is known about culturally relevant factors contributing to body dissatisfaction and disordered eating among British South Asians, despite data indicating a high prevalence of eating disorders in this population. This study explored contributing factors to body dissatisfaction and disordered eating among young British South Asian women ( n = 15). One focus group ( n = 3) and semi-structured interviews ( n = 12) were conducted online with South Asian women aged between 18 and 29 ( Mage = 21.6 years). Participants were recruited through charity social media channels and community groups as well as via an eating disorder treatment pathway at a London NHS Trust. Using reflexive thematic analysis, we generated themes reflecting risk factors which were then situated on a macro-level (e.g. colourism, targeted public health campaigns), meso-level (e.g. cultural meanings of food, religion), and micro-level (e.g. pubertal timings and PCOS) framework. Based on our findings, we identified ways to develop more culturally sensitive body image interventions and eating disorder prevention strategies and provide insights to support eating disorder treatment modifications for South Asian women in the UK. Further, we highlight a need for community-based initiatives to raise awareness and overcome stigma associated with body dissatisfaction and disordered eating within South Asan communities. • Little is known about body dissatisfaction and disordered eating in British South Asian women. • This qualitative study identified unique pressures experienced by British South Asian women. • These pressures included colourism, familial body talk, and targeted public health messaging. • A conceptual framework is proposed to support understanding of these risk factors. • This proposed model could help tailor prevention programmes to be more culturally inclusive.