“Thank God, that I had eczema growing up,” shared Psyche Terry the founder and CEO of UI Global Brands. “If I didn’t have this issue, I would not have created this formula.”
This is how Urban Hydration was born, out of a real need and it’s an African-American, female-owned beauty brand driven by a commitment to community and giving back.
Yes. Giving back. Psyche is known for her strong entrepreneurial spirit, savvy business acumen, and her passion, again, for giving back along with her husband, whom she calls “the whole, boo” — Vontoba.
And what is Urban Hydration, exactly? This product is for dry skin and hair and was founded (2010) as an online store. Today, Urban Hydration products are sold in more than 10,000 retail stores across the nation, including CVS, Bed Bath & Beyond, Ulta, Target, H-E-B, and more.
This is what commitment to excellence can get you, and because this team is driven by their community dedicated to giving back, and saving the planet through clean beauty.
In 2016, Urban Hydration committed to providing clean drinking water for communities in need through a keystone partnership with WATERisLIFE. With each purchase of an Urban Hydration product, one gallon of water is donated to a community without the ease of access to clean drinking water.
In 2018 — 2019, through the outpouring of consumer support, Urban Hydration contributed to the construction of two clean drinking water wells in Kenya, to commit to funding their own Urban Hydration Giving Well.
Before founding Urban Hydration, Psyche worked within the intimate apparel market where she was instrumental in creating more size and style inclusivity within the aisles of Macy’s, Walmart, and JCPenney.
Innovative, she designed the first-ever G-cup bra for Walmart and led the insertion of different shades of brown bras for women of color. Understanding, and believing that women of all sizes deserved to have a little lace, Psyche also pioneered the very first fashion plus size lingerie brand for JCPenney and Macy’s. She also boasts a 12-year tenure as an executive for Whirlpool Corporation.
An advocate for education and the youth, Psyche continuously funds a $50,000 college scholarship program for students majoring in business at her alma mater, Western Michigan University, and sits on the board of directors for both the Boys and Girls Clubs of Collin County and Western Michigan University.
Psyche holds an MBA from the University of Nevada Las Vegas Lee Business School, a BA from Western Michigan University, and is a 2016 alumnus of Goldman Sachs’ 10,000 Small Business program. In addition to being a businesswoman and philanthropist, Psyche is a wife, mother, and fitness lover. She has been honored as “Woman Of The Year,” “Economic Empowerer of the Year,” “Outstanding Young Alumni of the Year,” and “Philanthropist of the Year,” as well as being named one of the “Top 25 Moguls” and “Influencers to Know” in 2019.
Here is what Psyche Terry CEO of UI Global Brands creator of Urban Hydration had to say about giving back with clean beauty products.
LOS ANGELES SENTINEL: What inspired you to start your own beauty business? Were you always interested in skin & hair care?
PSYCHE TERRY: Well, I had eczema growing up so I understood what it means to have dry skin.
LAS: So basically, thank God for your understanding for eczema because Urban Hydration would not have been born. Urban. Hydration. I love the name of your products.
PT: Thank you. You are right. Urban Hydration, we developed it and was inspired out of a need for a better experience when it comes to products for dry skin.
LAS: Because — you know!
PT: (laughing) Because I know, as someone who always experienced dry skin and dry hair, I was making multiple doctor’s office trips and testing out various products in search of a solution. While using a drugstore product for eczema-prone skin, I realized the clinical packaging and unfamiliar ingredients I couldn’t even pronounce did not promote the feel-good experience I knew I deserved. That’s when I realized there was a gap in the market for products specifically targeting dry skin and dry hair formulated using clean, transparent ingredients. Taking a home-grown approach, my husband Vontoba, who is the whole boo, and I set out to build a brand that used effective and recognizable ingredients to create products people could understand and love. Starting within our community, we introduced the collection to our friends, family, and children. As the demand grew, Vontoba and I were inspired to make this a brand accessible to everyone, everywhere.
LAS: Vontoba is the whole boo! Black love, forever! When did Urban Hydration come to life?
PT: (laughing) We founded [Urban Hydration] first as a small online store in 2010.
LAS: It’s important to start but did you have help with an investor?
PT: Yes, we did. In 2015, Torii Hunter (celebrity baseball player) and his wife Katrina Hunter became investors and partners in Urban Hydration.
LAS: Brilliant. Nice. They knew a smart investment. And today Urban Hydration products are sold in more than 10,000 retail stores across the nation including CVS, Bed Bath & Beyond, and H-E-B stores. You are so boss. When did the clean water partnership start?
PT: Thank you. The clean water partnership started in 2016.
LAS: And the goal, is?
PT: The goal is to provide clean drinking water for communities in need through a keystone partnership with WATERisLIFE.
LAS: So. How does that work, exactly?
PT: Great question. With each purchase of an Urban Hydration product, one gallon of water is donated to a community without the ease of access to clean drinking water.
LAS: What? With each purchase. A gallon. Of water. Is donated to a community without easy access to clean drinking water. Right? Did I hear you correctly?
PT: Correct. And in 2018, 2019 because of the outpouring of consumer support, we [Urban Hydration] contributed to the construction of two clean drinking water wells in Kenya, to commit to funding their own Urban Hydration Giving Well.
LAS: Again. I say, thank the God of your own understanding for your eczema.