MEET THE FOUNDER
Treshina "Shina" Smith
Combat Veteran · Serial Entrepreneur · Transformation Consultant · Global Business Advocate
For more than two decades, Treshina Smith has dedicated her career to one thing: helping people build businesses that work — and lives they are proud to lead. Her clients don't just get a consultant. They get someone who has been exactly where they are — and who knows the way through.
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THE STORY
From a Single Chair to Three Continents.
Beyond Beauty Business Consulting was born from a journey that began long before any consulting firm existed. Our founder, Treshina Smith, started her entrepreneurial career at five years old — not in a boardroom, but in a neighborhood where resourcefulness was not optional. Raised by her aunt in Texas, she learned early that when the world would not provide, you found a way. She braided hair through high school to pay for her own college application fees, her sister's field trips, and her own cap and gown.
She left for the U.S. Army two days after graduating high school. As a combat veteran in the Army Signal Corps, she learned to lead under pressure, execute in ambiguous environments, and never leave a mission incomplete. At 19 — pregnant, serving in the military, working a second job, and taking night classes — she was already building.
"When the corporate world told her she was simultaneously overqualified and underqualified, she did what she has always done. She hired herself."
She launched Zelophehad's Daughter — later ZD Hair Spa — a holistic natural haircare business she built and operated for over a decade, achieving 85% annual client retention and expanding internationally to Sicily, Italy. The business was named after women in history who dared to challenge societal norms to claim their territory and protect their family's legacy. Because that is exactly what she was doing.
In 2016, she moved to Sicily — where she spent four years teaching entrepreneurship and wellness to immigrants, military families, and local community members, and earned her Master's in Global Project Management from Embry-Riddle Aeronautical University with a 3.9 GPA.
She went on to serve as a Transformation Excellence Consultant at Accenture — her dream company, one she had written down years before she applied. There she led enterprise transformation programs, managed $10M+ engagements, and coordinated delivery across a $66B merger integration.
"Beyond Beauty Business Consulting was founded to take everything learned inside those Fortune 500 environments and bring it to the founders who have never had access to it."
THE WOMAN BEHIND THE WORK
Fearlessly Claiming Her Territory.
The woman she was behind that chair — talented, hardworking, and without a real business infrastructure — deserved better. So do you. That is why BBBC exists. Not just to advise founders, but to build alongside them. To give them the systems, the strategy, and the structure that make their vision sustainable — and their legacy inevitable.
"I serve people who serve people."
