Psyche Terry is known for leading a brand that puts a fresh face on beauty and philanthropy. Along with her husband and Co-Founder, Vontoba Terry, the duo is responsible for making the clean beauty brand Urban Hydration synonymous with excellent, affordable products and giving back. It’s how they’ve always done things since starting the company nearly 12 years ago.
This certified women-owned and Black-owned brand is one of the fastest growing personal care brands in the U.S — and, as hydration experts, they’re hydrating more than just our skin on a global scale.
Together with WATERisLIFE, Urban Hydration has contributed two clean drinking water wells in Kenya, giving children access to clean drinking water and encouraging people to move closer to create a thriving community. The efforts to build additional wells continue with every product sold (one product sold equals one gallon of water donated).
Giving Back and Looking Forward
Urban Hydration makes all-natural skincare and haircare — reasonably priced — that features vegan-friendly ingredients. The brand can be found at numerous Target, Ulta, Walgreens, and CVS retail stores.
The latest Urban Hydration initiative is a haircare line, Breath of Fresh Hair, that complements the existing collection with plant and fruit-based oils and extracts, including shampoo, conditioners, detangler, and styling products. Everything is safe for the entire family to use without gluten, polybeads, parabens, phthalates, paraffins, and silicones.
“As a Black woman running a successful business, it’s a full circle moment for me when I see my products offered in the same stores where I once shopped for my beauty needs,” says Psyche. “I hope others find better self-care access since representation is so important in the beauty industry. I’m super happy and fortunate that Urban Hydration has played a significant role in expanding what’s out there. By shopping Black, consumers are showing retailers they’re stocking their shelves with products that people need.”
Urban Hydration can be found in over 32,000 retail stores nationwide, generating a fanbase that loves to share its results. Celebrity skinfluencers, such as Selena Gomez, recently gave the brand a shout-out for its Aloe Vera Gel Mask on TikTok as an affordable drugstore find that works (more than 1 million people watched the video!).
@selenagomez Super affordable and works!
♬ Put Your Records On – Ritt Momney
Psyche notes her story goes beyond her skin color or gender. She is a testament to how successful one can be when their voices are heard and their diversity appreciated. The brand was honored to be a part of the BE KIND by Ellen Fall Box featuring its Micellar Waters. The company is reaching out to a wider demographic that enjoys clean beauty offerings and socially conscious brands, allowing them to further spread the word on its ongoing fundraising efforts. Research shows people feel good purchasing from brands that give back.
Beautiful Inside and Out
Psyche is a fashion and beauty expert and a former beauty queen. She has the hustle and entrepreneurial spirit to move the industry forward and motivate others. A proud graduate of the Haworth College of Business, Psyche enjoys sharing about leading through the pandemic, changing consumer behavior, and the experience and opportunities of being a Black business owner. She can be found frequently on different platforms discussing these topics.
Her lifestyle talk show with Vontoba, The Good Life Show, further amplifies the couple’s desire to be a voice in the Black beauty industry, bringing wellness tips and their success in business into an entertaining, inspirational, and relatable YouTube show.
So, what’s next for Urban Hydration?
As the brand says, “It’s all good, beautiful.”
