This article analyses the rise and functioning of the professional gender-equality consulting market in France on the basis of 63 interviews, participant observation and document review. It first examines the socio-historical process of creating the market and highlights the role of public action. It then investigates the market structure and reveals a division between two ideal-typical segments, before presenting some overlaps and circulations between them. It finally discusses existing power relations within the market and ambivalent public regulation, arguing that weak state commitment and low social pressure hinder the potential for transformative change brought about by gender-equality consulting.