Independent and self-employed businesswomen who sell products and services for women such as lipstick and cosmetics. These women are regarded as leaders of the "femterprise" movement. Oftentimes, female-owned starting businesses or female enterprises thrive in times of economic downturn, mainly because of having a sense of job security, possible income, and flexibility to manage a hectic family schedule.

Avon UK, one of the largest lipstick entrepreneurs in England, has identified eight types of lipstick entrepreneurs: meritocrat, rescuer, horizontal juggler, double hitter, domestecutive, passionista, fledging, and freewheeler.