Despite increasing attention to gender issues in the humanitarian sector, the notion of gender equality as a humanitarian goal remains largely rejected, as some argue it would require interfering with cultural values and practices, and thus lie beyond the remit of humanitarianism. This paper questions this by examining the close relationship between certain humanitarian goals, and cultural values and practices. It ultimately calls for a gender-transformative humanitarian action that recognises and supports local feminist actors, in an effort to transform gender relations both in local communities and within humanitarianism itself.