Plant-Based Innovation, Retail Strategy & Impact: The Urban Hydration Story with Founder Psyche Terry

What does it really take to build a shelf-ready brand that lasts in retail?

In this episode of Shelf Talks, I’m joined by Psyche Terry, founder and CEO of Urban Hydration, one of the fastest-growing Black-owned, plant-based beauty brands in mass retail. From TJ Maxx to Target, Walmart, CVS, Walgreens, and Ulta, Psyche shares the real journey behind scaling a purpose-driven brand into national retail—without hype, shortcuts, or overnight success.

We dive deep into what founders don’t see until their product is actually on shelf:
 ✔️ Why packaging that looks beautiful in your office can fail under retail lighting
 ✔️ How buyer relationships, not virality, drive long-term retail success
 ✔️ The mistakes Psyche made early in retail (and what she’d do differently today)
 ✔️ How to think about innovation so you don’t overwhelm buyers or your own team
 ✔️ What it really takes to support inventory, replenishment, and growth at scale

Psyche also shares how faith, wellness, and impact are woven into Urban Hydration’s business model including how the brand has helped fund clean water wells in Kenya, proving that doing good and doing business can grow together

If you’re a founder preparing to pitch retail buyers, struggling with life after you get on shelf, or wondering how to build a brand that buyers believe in long-term, this episode is required listening.

Urban Hydration Instagram: https://www.instagram.com/urbanhydration/

Urban Hydration Website: https://www.urbanhydration.com/