Urban Hydration

From our family to shelves across the country. 🥹💚 You can shop Urban Hydration at Target and Ulta Beauty. And this month, Target feels especially special—we’re celebrating 14 YEARS of our retail journey with Target. Fourteen years of people discovering us in the aisle. Fourteen years of growing, learning and showing up. Find us on your next Target run and celebrate with us. 🎯

🚨 Sensitive skin check: Are you exfoliating too often? Using harsh cleansers because “clean” has to feel squeaky? Trying multiple new products at once? Skipping moisturizer because your skin is oily? Your skin barrier may be asking you to do less—not more. Swipe for a few habits we’d leave behind and what to try instead. Then SAVE this before your next skincare haul. 🌿

So…what do we mean when we say “derm inspired”? 👀 We pay attention to what dermatology teaches us about the skin barrier, hydration, inflammation and gentle care—and translate those principles into approachable everyday skincare powered by plants. We’re not trying to make skincare more complicated. We’re trying to make the science easier to understand. Welcome to Dermatology Decoded. 🌿

Your sensitive skin does not need a 12-step routine. It doesn’t need every trending active. And it definitely doesn’t need you starting over every week. It needs gentle cleansing, hydration, barrier support and consistency. That’s the direction behind the new Urban Hydration. 🌿 Plant Powered Derm Care for Sensitive Skin.

Three ingredients. Three reasons your skin is going to love the NEW Aloe. 🌿 Aloe helps soothe + hydrate. 🤍 Niacinamide helps support the skin barrier and improve the appearance of uneven tone. 💧 Hyaluronic Acid helps attract and retain moisture. We upgraded our Aloe formulas because sensitive skin doesn’t need more. It needs ingredients chosen with purpose. Better ingredients. Better hydration. Better results. Save this one for your next skincare run.

🌿 Why plants? Because simple has always made sense to us. As Urban Hydration evolves, we’re leaning even deeper into what we’ve believed from the beginning: thoughtful ingredients, effective hydration, and skincare that respects your skin. Our new focus brings together two worlds we believe belong together—dermatology-inspired care + the power of plants. Healthier Skin. Inspired by Dermatology. Powered by Plants. 💚

So what does year 18 look like? More focus. More education. More transparency. More conversations about sensitive skin. More help understanding the why behind your skincare. And a clearer Urban Hydration: 🌿 Plant Powered Derm Care for Sensitive Skin. Healthier Skin. Inspired by Dermatology. Powered by Plants. We're not starting over. We're building on 17 years of experience. And we're so glad you're here for what's next. 💚

“I'm not a trained derm. I'm a TRIED derm.” When I struggled with my skin, I tried what felt like everything. Eventually, I went to the dermatologist. I appreciated the science—but I still wanted something simpler and gentler for everyday life. I've always believed in the power of plants. That journey became part of the philosophy behind this next generation of Urban Hydration. I tried. I learned. And then I built what I wished I'd had. —Psychelia 🌿

THEN ➡️ NOW. 👀 Seventeen years gives you permission to evolve. Our packaging has changed because we've changed. We've learned more. We've listened more. We've become clearer about who we're serving and why. But one thing hasn't changed: our commitment to helping you care for your skin. Which Urban Hydration era do you remember? 💚

Before the shelves, there was a dream. Before the big retail partners, there were calls, samples, presentations, prayers, closed doors and a whole lot of persistence. Our retail story didn't happen overnight. It was built one opportunity at a time. This month, we're celebrating 17 years in business + 14 years of our Target retail journey. If you're building something right now: keep building. 💚