Meet Psyche Terry | Co-Founder, CEO

We had the good fortune of connecting with Psyche Terry and we’ve shared our conversation below.

Hi Psyche, what was your thought process behind starting your own business?
As a wife, mother, and entrepreneur, my thought process behind starting Urban Hydration came from a very personal place of necessity and purpose. I struggled with dry skin and eczema for years, and I was frustrated with the limited options for gentle, plant-based, affordable products that were safe for my family. Most products available at the time were filled with harsh chemicals that just didn’t feel right for us. I realized that if I couldn’t find what I needed on the market, then I would create it myself.

But it wasn’t just about solving my own problem—it was also about creating something bigger. My husband, Vontoba, and I shared a vision of building a purpose-driven brand that would help people feel confident in their skin and hair while also giving back to the community. We knew we wanted to do more than sell products. We wanted to make a meaningful impact, especially in communities that look like us. That’s why we partnered with WATERisLIFE, ensuring that every purchase of our products would contribute to providing clean drinking water to families in need around the world.

Ultimately, my thought process was rooted in love, legacy, and leadership. I wanted to build something that reflected my family’s values—something that made people feel refreshed, confident, and cared for. At the same time, I wanted to create opportunities to uplift underserved communities, celebrate Black-owned businesses, and help others achieve their own version of the good life.

Starting a business wasn’t just about making products—it was about building a movement of self-care, empowerment, and giving back. Urban Hydration is more than a brand; it’s a mission to refresh lives, inside and out. That mission is what motivates me every single day.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Urban Hydration is more than just a business to me — it’s a mission-driven movement focused on refreshing lives inside and out. Our brand is built on creating plant-based, clean beauty products that deliver effective moisturization for all skin tones, types, and textures. We’re proud to be hospital-trusted and doctor-recommended, and we pride ourselves on being a brand that people can trust with their health, families, and self-care routines.

What sets us apart is our purpose-driven approach. For every product sold, we donate one gallon of clean water to communities in need through our partnership with WATERisLIFE. This isn’t just about beauty — it’s about making an impact on the world, and that’s what gets me excited every single day.

But getting here wasn’t easy. Like many entrepreneurs, I faced a lot of challenges. There were moments when we had to figure out how to scale the business, manage cash flow, and stay competitive in a crowded market. Being a Black woman-owned brand in an industry where representation is still lacking came with its own unique hurdles. But I’ve learned that challenges are often just opportunities in disguise.

One of the biggest lessons I’ve learned is to stay rooted in purpose. We don’t chase trends or try to be something we’re not. We focus on solving real problems for real people — especially those with sensitive skin, dry skin, or textured hair. I’ve also learned the importance of resilience and adaptability. The market is constantly evolving, and we’ve had to pivot, adjust, and innovate to meet our customers’ needs while staying true to who we are.

What I want the world to know is that Urban Hydration is built with heart. We’re a brand that truly cares about people, communities, and the planet. Our products are crafted to deliver results, but more than that, we aim to make people feel empowered, refreshed, and confident in their own skin.

Our story is one of faith, family, and perseverance. My husband, Vontoba, and I built this company from scratch — with love, grit, and a deep desire to make the world a better place. At the core of everything we do is the belief that small actions can create big impact. Whether it’s hydrating someone’s skin or providing clean water to a village, we’re committed to doing good while doing well.

To anyone out there pursuing their dreams, my advice is simple: Stay true to your purpose, never stop learning, and always give back. That’s how you create something meaningful and lasting. And that’s exactly what we’re doing at Urban Hydration — one clean product and one gallon of water at a time.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend were visiting DFW, I’d make sure to show them a mix of great food, culture, and hidden gems that make this area special. We’d start with brunch at Bread Winners Café, stroll through Klyde Warren Park, and explore Deep Ellum for its murals and vibrant vibe. We’d head to Fort Worth Stockyards for a taste of Texas history and enjoy dinner at Joe T. Garcia’s. I’d also take them to The Dallas Museum of Art, Bishop Arts District, and some amazing Black-owned businesses like The Plant Project and Pan-African Connection. For a relaxing day, we’d visit Hiatus Spa + Retreat and finish with dinner at Nick & Sam’s Steakhouse. To top it off, we’d attend a service at The Potter’s House and, if it’s in season, catch the Texas State Fair for the full DFW experience!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Absolutely! There are so many people and organizations that deserve recognition for their support throughout my journey. First, I have to give a heartfelt shoutout to my husband, Vontoba Terry. He’s been my biggest cheerleader and business partner from the very beginning. His unwavering belief in our shared vision for Urban Hydration and his commitment to both our family and our mission has been essential in building the life and brand we have today.

I also want to recognize my children. They’ve inspired me to create products that are not only safe and gentle for their skin and hair but also to build a legacy that teaches them the value of hard work, faith, and giving back to the community.

I’m beyond grateful for our mentors and advisors who’ve guided us along the way—especially those who’ve poured into me both personally and professionally, sharing their wisdom and insight to help me grow as a leader.

A huge shoutout goes to our team at Urban Hydration. We’re a small but mighty team of passionate individuals who work tirelessly to bring our mission to life. I also want to recognize the hospitals, doctors, nurses, and dermatologists who trust our products and recommend them to their patients. That trust has been a game-changer for us.

I’d also like to acknowledge the community of Black women entrepreneurs. There’s a special kind of magic in seeing and supporting one another as we build our dreams. I’m grateful for those who have shared resources, knowledge, and encouragement along the way.

Finally, I have to give thanks to our nonprofit partner, WATERisLIFE, for helping us bring clean water to communities in need. Knowing that every product sold contributes to a greater cause keeps me grounded in our purpose.

At the center of it all is my faith. None of this would have been possible without God’s hand over my life and business. The strength, clarity, and inspiration I’ve received from my relationship with Christ have been the foundation of my success. I’m blessed to be on this journey, and I’m deeply thankful for everyone who has played a part in it.

To all of you, I say thank you for helping me refresh my life so that I can pour into others.

Website: https://www.urbanhydration.com

Instagram: @urbanhydration

Linkedin: https://www.linkedin.com/showcase/urban-hydration/

Twitter: https://x.com/urbanhydration?mx=2

Facebook: https://www.facebook.com/UrbanHydration/

Yelp: https://www.yelp.com/biz/urban-hydration-frisco

Youtube: https://www.youtube.com/channel/UCx-A466TEI16SS0uZ7oagHA