Online dating has become an increasingly popular way to meet potential romantic partners. Young women experience a complex interplay between traditional gender roles and elevated risks in online dating. Our project aimed to explore young women’s self-representation in online dating, with the research question, “How do young women conceptualise and represent the ‘self’ in online dating?”. An exploratory qualitative research design was adopted, encompassing semi-structured interviews with 10 participants analysed via Reflexive Thematic Analysis. Sampling was purposive and snowballing, resulting in a final sample of participants aged between 19 and 30 years who identified as female and had engaged in online dating within the last six months. Interviews lasted 52 min on average. To ensure quality and trustworthiness, the research team utilised various quality procedures. Three themes with multiple aspects were constructed which encompassed feelings of (un)safety, social norms in online dating, and selling your best ‘self’. Unsafety was related to deception in online dating, physical danger, and the work required to stay safe. Social norms involved the normalisation of online dating, stigma, and social assistance with self-representation. Selling your best ‘self’ examined the marketable ‘self’ and conflicts with the values of authenticity. Our study has potential implications regarding responsibility for safety and may indicate some support for the idea of an overarching framework as beneficial to understanding the vast theoretical frameworks in online dating. Further research into how different subgroups of young women self-represent in online dating is likely to yield more specific understandings.