Brand Story

Our Story

After introducing natural hair & bath and body solutions to friends, family, and their own children, Urban Hydration Founders Psyche Terry and Vontoba Terry were inspired to share their love for clean beauty across the nation. In 2015, celebrity baseball player Torii Hunter and his wife Katrina Hunter became investors and partners in Urban Hydration. Today, millions of Urban Hydration products are sold in more than 10,000 retail doors across the nation including CVS, Bed Bath & Beyond and H-E-B stores. What’s fun and rewarding for Psyche and Vontoba is that they give back to charity by making a donation for every product they sell! In 2019, Urban Hydration dedicated its first clean water drinking well to 300 Kenyan school children. This year, directly partnered with Luhvies & WATERisLIFE, Urban Hydration is building our own well called the Giving Well. Click here to learn how you can help change life for 70,000 Kenyans in providing them clean drinking water.


Urban Hydration's goal is to create naturally inspired products that achieve beautiful results and are gentle enough for the entire family. We are the #1 fastest growing brand in the entire facial cleanser category with growth up 1200%. Customers are looking for our natural and inspirational products that are changing countries socially with our giving impact and helping make life easier for our Luhvies' skin, hair and home, one product at a time.



With a notable mission to save the planet through clean beauty, with every product you buy Urban Hydration donates a gallon of water to transform communities around the world. - Psyche & Von Terry 



Our #1 purpose is to create and offer clean beauty that is so affordable and so accessible that it in some form or fashion is in every home across the world. We hope to see clean natural ingredients take over and be available under every person's bathroom sink, in every person's purse bag, and in every person's car arm rest or glove compartment across this great earth. We know that if we make irresistible, and affordable natural goodness healthy and good for every body's body we can do more for the greater good and donate back so much to non profits.