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Direct selling was founded on the philosophy of coaching people on how to successfully build a business from the ground up, and women comprise a large percentage of these direct selling entrepreneurs. In this chapter, we highlight the empowering benefits of direct selling. First, we focus on women micro-entrepreneurs who want to build their own small businesses, but on a limited scale while maintaining flexible schedules and work-life satisfaction. These women can benefit from the direct selling opportunity in terms of capitalization, formal structures, mentoring, income, self-efficacy, social capital, and life skills. Second, we profile women entrepreneurs who are building their own product organizations and have chosen direct selling as a go-to-market strategy for access to consumers. Three consistent attributes observed across these women are authenticity, affective commitment, and passion.