Get to Know Vontoba and Psyche Terry of Urban Hydration

Vontoba and Psyche Terry

Today, we are pleased to introduce you to Vontoba and Psyche Terry, founders of Urban Hydration in Plano, TX. 

Industry: Personal Care, Lifestyle  

What do you do, and who do you serve?

Our company started as a collection of natural sugar scrubs for a charitable initiative that was meant to serve local communities. This initiative evolved into a carefully curated portfolio of clean, plant-based skin, hair, and body care products distributed nationwide. From that, we have extended to a global reach as 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 armrest or glove compartment all over the world.

With a unique and ownable focus on dry skin and hair, we provide clean beauty at a base price that is affordable to everyone. 

Our founders’ coming-of-age story provides a vision of the foundational values that built our company. Community is one of our main pillars, as we believe in giving back to help others. That’s why locally, we support the YMCA Boys & Girls Club. On a national level, we provide scholarships, but even internationally, we donate clean water to communities in need around the world.

Could you tell us the story behind your business? What inspired you to start this venture, and what makes it unique?

Urban Hydration started with a new wife who suffered from dry flaky skin but didn’t want her new husband to see clinical packaging on their bathroom shelves. Who knew that he quietly dealt with the same problem himself?

To save pricy trips to the doctor, together Psyche and Vontoba Terry created a better looking, better smelling, better formulated, better for you, sustainable brand of ultra-hydrating products for all. No more this for her and that for him. Our world is more diverse than ever, and Urban Hydration is the only brand that makes cross-cultural products responding to those diverse needs. Today Urban Hydration is more than a name; it’s also a mission, offering gallons of water to people in need around the world.

How does your business contribute to the local community? Are there any social or environmental initiatives you support or participate in?

Besides the donation to WATERisLIFE, we are an active company participating in our local community. Below, there are a few examples of our community involvement:

  • Our founders have created a women’s mentorship program called ‘Girls That Win.’
  • We support a girls’ cheerleading team for the Frisco Family YMCA that has generated over $20K in fundraising.
  • Our CEO, Psyche Terry, is the current Mrs. Texas USA ambassador representing the State of Texas in different public appearances.

Can you share a memorable success story or a positive customer experience that highlights the impact of your business?

A few years ago, when we started our support for the Water is Life NGO, we heard about a community in Kenya that was suffering because the water they were supposed to receive was constantly being stolen. We wanted to help and agreed to assist the villagers by building a well. This was our first well, and it was decided by local community leaders that it should be built near the school. We were overjoyed to learn that this well not only provided them with a basic drinking source but also enabled them to sell water at a reasonable price to others. The funds generated from the sales were reinvested to improve the school and provide uniforms and books.

How can potential customers find you online or offline?

Urban Hydration products can be found on our webpage Potential customers can check our different collections and get orientation on products they should try based on hair, face, or skin concern. On our webpage, we provide information about our company and social mission, and we also have a blog with topics related to our products. 

In brick-and-mortar stores, we are present in national retailers such as Walgreens, Target, Ulta, CVS, and Dollar General, among others.

Visit the website at or connect on social media via Instagram, Facebook, and LinkedIn.

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