Background: Urinary incontinence is widely accepted to be among the most important issues in the global health system. However, only a limited number of women refer for treatment as different factors make help-seeking behaviors more complicated than they initially seem to be. The aim of this study was to explain the factors affecting help-seeking behaviors in women suffering from urinary incontinence.Methods: The present study used a qualitative method, the conventional content analysis approach, and in-depth semi-structured interviews. The study was conducted between December 2018 and August 2019 in Tehran, Iran. The participants of the study included 34 women with urinary incontinence selected using purposive sampling method. The content analysis approach was based on the Graneheim and Lundman method, and qualitative data management software was used to analyze data.Results: Data analysis illustrates two facilitating and deterring themes; the categories "not perceiving disease ", "shame", "negative influence of important others", and "the health care system" were among the deterrents and the categories "weakening the quality of life" and "positive effect of important others" were found to be facilitators.Conclusions: The findings of the present study highlight the need for understanding the underlying facilitators and obstacles to help-seeking behaviors in women with urinary incontinence and suggest that healthcare providers consider an open dialogue with patients taking into account their subjective beliefs and life context during routine referrals so as to facilitate early diagnosis of the disease and ultimately lead to an improvement in the woman's quality of life.