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

Send us Fan MailWhat 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 scalePsyche 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 togetherIf 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/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaLooking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.https://linktr.ee/shelftalkspodcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book