Abstract

In recent years India has witnessed a notable surge in cosmetic surgery procedures among young adults a trend that reflects deeper cultural transformations in the realms of identity beauty gender and consumerism. With the proliferation of social media celebrity culture and beauty apps physical appearance has emerged as a critical site of self-presentation and social capital among the youth. Cosmetic surgeries—ranging from rhinoplasty and lip fillers to hair transplants and body sculpting—are increasingly perceived not as luxury indulgences but as necessary enhancements for personal and professional advancement. This research explores the cultural implications of this rising trend among Indian youth. It examines how globalization media representation urban lifestyles and evolving gender norms influence the decision to undergo cosmetic procedures. Through in-depth interviews content analysis and theoretical engagement with body politics the study reveals that cosmetic surgery is not mere