2019-01-08 08:33:45

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Urban Hydration

We are beyond thrilled to expand our portfolio to Sally Beauty. This opportunity is especially significant for me to collaborate with a company that has a 50-year history serving and supporting women. It’s an important milestone that will elevate our brand. – Psyche Terry, Chief Inspiration Officer

Beauty enthusiasts across the United States can stock up on Urban Hydration products, which are now available at Sally Beauty stores, the largest retailer and distributor of professional beauty supplies. This marks an exciting expansion for the “socially responsible” brand founded by Psyche Terry.

Terry created Urban Hydration to change the scope of hair and beauty care to include innovative products that offer real results, no matter the texture of your hair. Urban Hydration is a collection of organic hair and skin inspired products with natural ingredients, including coconut oil, avocado oil, argan oil, aloe vera, lemon, and enriched in vitamins A & E. Sally Beauty patrons can now stock up on the entire Avacado and Argan Oil collection or stop in to pick up some of their favorites.

Sally Beauty has a long history and commitment to female-owned beauty businesses giving them a seat at the table, or in this case shelves in stores. The company launched “Sally Beauty Cultivate For Women, By Women,” an accelerator program to help women beauty entrepreneurs grow their business. The platform supports female entrepreneurs and recognizes a need for consumers to have natural based hair products. Additionally, 1 in 5 textured hair sales support brands founded by African American women.

In addition to Urban Hydration being available in Sally Beauty stores, Terry, with the support of key influencers, will host an 11-city tour with live product demonstrations, consultations, product sampling, and a Beauty Education Specialist or a local celebrity hair stylist expert. To continue with Urban Hydration social impact of giving back, Terry will donate a portion of proceeds to charitable organizations within the communities of each of these Sally Beauty store tour stops:

  • Jan. 19 — Houston, TX
  • Jan. 26 — Decatur, GA
  • Feb. 2 — Grand Prairie, TX
  • Feb. 9 — Los Angeles, CA
  • Feb. 16 — Brooklyn, NY
  • Feb. 23 – Pembroke Pines, FL
  • Mar. 2 – Charlotte, NC
  • Mar. 9 — Raleigh, NC
  • Mar. 16 — Alexandria, VA
  • Mar. 23 — Baton Rouge, LA
  • Mar. 30 — Philadelphia, PA

For more information and a list of available stores, visit in http://www.sallybeauty.com or http://www.urbanhydration.com.


Urban Hydration founded by husband and wife, Vontoba and Psyche Terry, new parents at the time wanted healthy, sustainable skincare for their entire family. On their journey, they met many people who like the two of them also wanted to use environmentally-friendly products and support worthy causes. Hence, Urban Hydration was born, a naturally inspired plant-based line of products and a company gives back locally, nationally and internationally. In 2017 they partnered with the nonprofit, WATERisLIFE to give a gallon of water to families in need with every product their consumers’ purchase. They believe that together everyone can be healthier, happier, and transform communities around the world. To date, Urban Hydration is available in eight thousand stores including, TJ Maxx, JC Penny’s, Walmart and Sally Beauty.

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