Many young British women are actively choosing to embrace Salafism’s (or Wahhabism’s) literalist beliefs and strict regulations, including heavy veiling, wifely obedience and seclusion from non-related men. How do these young women reconcile such demands with their desire for university education, fulfilling careers and loving relationships? Drawing on more than two years of ethnographic fieldwork in London, Inge examines the attractions of Salafism.