CEW: How Urban Hydration is Building a Clean, Green Beauty Brand with Heart
Turning Plants into Purpose: Building a Clean Beauty Brand to Hydrate the World
Consumers have spoken and their message is clear: they want beauty brands with safer ingredients and purposeful positioning.
From its inception, Urban Hydration has adhered to these principles. The Black-owned, female-founded clean beauty brand not only makes the highest standard beauty products at accessible prices, but the company also gives back as part of its mission to save the planet.
Husband and wife team Vontoba and Psyche Terry started their business as a small online store in 2009, offering mindful products that didn’t sacrifice efficacy. Psyche was inspired to create better formulas after realizing most products for dry skin and hair were made with ingredients she couldn’t even pronounce.