Much of the existing literature on women’s rights activism and framing processes in the Muslim world presents the nature of such organizing in terms of dichotomous discourses of egalitarianism (secular) or complementarianism (religious), with little emphasis on the dynamism of women’s campaigning efforts within their often shifting contexts. Addressing this gap in the literature, this paper will analyze the recent framing processes of various elite Islamic women in Iran and Turkey to demand for expansion of women’s rights, in particular women’s increased access to political roles, in terms of ‘gender justice’ rather than ‘gender equality’. Based on data gathered from personal interviews as well as a careful study of public statements and publications of elite women, or those with close ties to key political figures, this paper critically examines the political, social, and tactical implications of women’s framing processes that are not conventionally deemed as feminist, given their complementarian undertones. In a comparative research between Iran’s first Vice-President for Women’s Affairs, Shahindokht Molaverdi (2013-2017), under president Hassan Rouhani, as well as the director of the AKP-backed Women and Democracy Association (KADEM) organization in Turkey, Sare Aydin Yilmaz (2013 to present), this paper highlights the nuanced justifications behind adopting a ‘gender justice’ framing. This paper also evaluates the ways in which such public framing on the demand for women’s expanded political roles is received by the political elites as well as the larger public, including women’s rights activists across the ideological spectrum, in each respective country. It argues that Molaverdi’s emphasis on ‘gender justice’ tactfully enables her to find resonance with the Islamic elites while advocating for equal opportunities between genders, including adoption of certain affirmative action measures, given systemic discrimination against women. Such strategic framing has enabled Molaverdi to win the support of a number of secular women’s rights activists, including on the issue of women’s political representation and increased access to the parliament. On the other hand, Yilmaz’s reference to complementarity between genders in her writings and statements on ‘gender justice’ has led to some public backlash against her and her organization among secular Turkish feminists and intensified cleavages between women’s rights groups. Her women’s rights organization, KADEM, however has been able to capitalize on much support from the conservative AKP party in its organizing and campaigning efforts, including in attracting funding from the international community.