Femism

Coined by Portuguese speakers - "Femismo", supposedly in 2010, antonym for Machismo.
Ideology that preaches a superiority of the Feminine gender and sex.
Usually but not strictly associated with the objective of assigning females more rights than males. Often correlates with Misandrist (opposite to Misogyny) ideals. A variation of Sexism and not similar or a synonym of Feminism.

A bunch of women at work keep telling me that they would never be feminists because they believe that men and women are equal...

I think they're confusing Feminism with Femism, or they lack literary comprehension