Alright – so today we’ve got the honor of introducing you to Deshea Shepard. We think you’ll enjoy our conversation, we’ve shared it below.
Deshea, thanks for joining us, excited to have you contributing your stories and insights. Too often the media represents innovation as something magical that only high-flying tech billionaires and upstarts engage in – but the truth is almost every business owner has to regularly innovate in small and big ways in order for their businesses to survive and thrive. Can you share a story that highlights something innovative you’ve done over the course of your career?
As a brand developer specializing in luxury and high-impact business strategy, I’ve had to innovate constantly to help beauty and service-based entrepreneurs stand out in saturated markets. One of my most impactful innovations was developing a client alignment framework that transformed how beauty professionals attract high-value clientele.
Early in my career, I noticed that many talented estheticians and lash artists were burning out—not because they lacked skill, but because they were marketing to the wrong audience. They were over-delivering to clients who didn’t respect their pricing, time, or expertise. That’s when I created “Cast Your Net: Mastering Your Media Presence and Client Alignment”, a strategy that helps service-based entrepreneurs refine their brand voice, position their services with exclusivity, and implement high-converting content strategies that filter out non-aligned clients.
This framework has helped countless beauty professionals shift from chasing clients to becoming in-demand industry authorities—allowing them to work smarter, charge premium rates, and build businesses that truly support their lifestyle goals. True innovation isn’t just about technology—it’s about identifying gaps, solving real problems, and elevating industries with strategic thinking. That’s exactly what I do every day as a brand developer.
Deshea, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Absolutely! I am a brand developer and business strategist specializing in helping beauty and service-based entrepreneurs elevate their brands, attract premium clientele, and build sustainable businesses that align with their lifestyle goals. I’ve built my expertise through years of hands-on experience—starting as a makeup artist, transitioning into a licensed esthetician, and ultimately evolving into a trusted brand strategist for ambitious beauty pros and entrepreneurs.
My journey began in the beauty industry, where I quickly realized that having talent wasn’t enough—branding, positioning, and strategy were what truly separated those who struggled from those who thrived. I experienced firsthand how a lack of business knowledge kept many talented service providers from reaching their full potential. After scaling my own beauty business, I became passionate about teaching others how to build brands that don’t just survive—but thrive.
Through Opulent Beauty Enterprises and my educational platform EBD: Pro Beauty Academy, I provide: Brand Development & Strategy – Helping beauty and service-based entrepreneurs define their brand identity, messaging, and positioning. Luxury Business & Client Alignment Coaching – Teaching professionals how to attract and retain high-value clients through marketing and branding strategies that exude exclusivity. Marketing & Digital Strategy – Helping business owners leverage content marketing, social media, and visibility strategies to increase revenue..
The biggest issue I solve is helping entrepreneurs break free from the “hustle for every client” cycle and instead create intentional, profitable, and scalable brands that align with their goals. Many service-based professionals struggle with burnout, underpricing, and inconsistent clientele—I help them master their brand presence so they can charge premium rates, work with aligned clients, and build long-term business success.
What Sets Me Apart is I’ve lived the experience. I started in the beauty industry and built my brand from the ground up, so I understand the real challenges beauty and service-based entrepreneurs face. I focus on high-value brand positioning. My strategies aren’t about chasing trends—they’re about building a brand that commands attention and attracts high-end clients effortlessly. I bridge beauty, business, and branding. I don’t just teach beauty pros how to “get more clients.” I help them become industry leaders who attract opportunities beyond the treatment room.
I’m most proud of the countless wellness and service-based professionals I’ve helped transition from being overworked and underpaid to becoming confident, high-earning, and respected business owners. Watching my clients increase their prices, refine their brands, and step into their authority is the biggest reward.
If you’re a beautypreneur or wellness service-based business owner struggling with branding, marketing, or client alignment, I can help you transform your business into a profitable, in-demand brand. Whether you’re just starting out or need to reposition yourself for higher-level success, I provide the strategies, structure, and clarity you need to scale.
Your brand deserves to be seen, respected, and highly paid—let’s make that happen.
How about pivoting – can you share the story of a time you’ve had to pivot?
One of the biggest pivots in my career was transitioning from being a full-time esthetician to this high-level hat now haha.. A hugeeee pivot From Hands-On Service to Industry Leadership..
I started in the beauty industry as a makeup artist, then became a licensed esthetician specializing in lash extensions and skincare. I built a successful business, but over time, I started feeling burnt out from the physical demands of the job—long hours, repetitive motions, and the pressure of maintaining a fully booked schedule. While I loved the beauty industry, I realized I wanted more freedom, scalability, and impact.
The Turning Point
I started mentoring other beauty professionals on branding, marketing, and business development—helping them attract the right clients, increase their prices, and build sustainable businesses. The more I coached, the more I realized my true passion wasn’t just in providing services—it was in helping beautypreneurs position themselves for success.
That’s when I decided to pivot from being behind the treatment table to behind the brand. I rebranded myself, launched EBD: Pro Beauty Academy, and started helping beauty and service-based entrepreneurs develop premium brands and strategic business models.
This pivot allowed me to expand my impact beyond one-on-one client services to teaching, consulting, and brand development.
Help beauty professionals break free from burnout and build businesses that align with their lifestyle goals. Create multiple revenue streams through digital courses, consulting, and luxury brand strategy. Gain the freedom to work from anywhere while still staying deeply connected to the beauty industry.
Pivoting isn’t about “starting over”—it’s about evolving. Every skill I developed as a beauty professional still serves me today in helping others grow their businesses. Sometimes, the real success comes when you step into a bigger version of yourself.
This pivot wasn’t just about me—it was about helping other beautypreneurs realize they, too, can build beyond the chair.
We’d love to hear about how you keep in touch with clients.
Building strong relationships and fostering brand loyalty is at the heart of my work as a brand developer and business strategist. For me, it’s not just about delivering a service and moving on—it’s about creating lasting connections, providing ongoing value, and ensuring that my clients continue to evolve and thrive in their businesses long after our initial work together.
One of the most important ways I maintain relationships with my clients is through a personalized experience. Every entrepreneur I work with has unique challenges, goals, and visions for their brand. That’s why I make it a priority to check in with past clients, offering tailored advice and strategic insights to help them navigate their business journey. Whether it’s a follow-up call after a brand strategy session, a personalized email with additional resources, or an exclusive offer for long-term clients, I ensure that my clients always feel seen, valued, and supported.
Beyond one-on-one interactions, I have also created private spaces where my clients can continue to learn, grow, and connect with like-minded professionals. My exclusive communities—whether through Facebook, WhatsApp, or private networking groups—allow past clients to ask questions, gain insights, and receive ongoing mentorship. I host live Q&A sessions and provide insider branding tips to keep my clients engaged and empowered. Additionally, those who have invested in my programs always receive first access to new workshops, courses, and strategy sessions, ensuring they stay ahead of the curve in their industries.
Consistent engagement is another crucial element in building brand loyalty. Through weekly emails, I share branding insights, mindset shifts, and success stories that keep my clients inspired and motivated. I also remain highly active on social media, using platforms like Instagram, TikTok, and LinkedIn to connect with my audience. Whether through direct messages, engaging content, or behind-the-scenes looks into my own brand development process, I make it a point to create a sense of accessibility and trust. Clients know they can reach out, ask questions, and continue the conversation beyond our initial work together.
In addition to ongoing engagement, I believe in rewarding loyalty. I offer VIP access to strategy intensives for my most engaged clients and provide referral incentives for those who introduce others to my programs. This approach not only strengthens my relationships with existing clients but also reinforces the value of the community I am building.
Ultimately, what sets my approach apart is my commitment to long-term transformation. My goal isn’t just to help entrepreneurs achieve a quick win—it’s to guide them toward sustainable, strategic growth. My clients know that when they work with me, they aren’t just receiving a one-time service; they are gaining a brand partner who is invested in their success for the long run. Brand loyalty isn’t about transactions—it’s about trust, connection, and the confidence that I will always be there to support their next level.
Contact Info:
- Website: https://beacons.ai/estheticsbydeshea
- Instagram: https://www.instagram.com/estheticsbydeshea
- Facebook: https://www.facebook.com/share/g/15SxpguLM5/
