Skin Deep Naturals: A Local Gem in Albany's Market 32/Price Chopper Stores

Skin Deep Naturals, owned by Octavia Maxwell, is now available at select Market 32/Price Chopper stores.

Discovering Skin Deep Naturals

Skin Deep Naturals, a vibrant skincare company, is now making waves at Market 32/Price Chopper stores across the region. Owned by the talented Octavia Maxwell, this brand offers a delightful range of products available in ten locations, including Albany, Troy, Rensselaer, and Clifton Park.

Maxwell has passionately run Skin Deep Naturals for nearly a decade. She personally crafts all the body butters, scrubs, and other skincare delights. Each product reflects her dedication to quality and care.

A Journey of Resilience

Skin Deep Naturals began its retail journey at Honest Weight Food Co-op. By 2019, the brand expanded to ten stores. However, the Covid-19 pandemic hit hard, leading to the closure of several retailers. Maxwell found herself back to square one, with her products only available at Honest Weight.

Determined to rebound, Maxwell strategized her next steps. Earlier this year, she met with Sam Trimboli, the director of shopper experience research for Market 32/Price Chopper.

"We discussed the need to be in more stores since we dwindled down to one," Maxwell shared. "They mentioned that Price Chopper wanted to see us active in multiple locations. So, my plan this year was to get my products into more stores."

Support from the Community

With the support of a grant from the local nonprofit Business for Good Foundation, Maxwell created a professional product catalog. This resource proved invaluable during pitch meetings, helping her secure four additional retail locations.

Skin Deep Naturals' partnership with Price Chopper is part of the grocer's "home.grown." initiative. This program aims to showcase local entrepreneurs' products on grocery store shelves. Earlier this year, another Capital Region entrepreneur, Kizzy Williams, struck a deal with Price Chopper to sell prepared portions of her restaurant's mac and cheese in 21 stores.

Trimboli noted that Skin Deep Naturals aligns perfectly with customer preferences, especially during the holiday gifting season.

"What I observed from my research is that connecting with the local community is more than just a traditional sponsorship," he explained. "It's about partnering with local suppliers, artisans, and producers. This approach checks multiple boxes. At the end of the day, we are a grocery store, and it has to make sense in that context. But products like Skin Deep Naturals add a special touch that resonates with our customers."

A Successful Launch

Skin Deep Naturals officially launched in Market 32/Price Chopper stores on Small Business Saturday, the Saturday after Thanksgiving. Maxwell prepared over 1,000 products for the holiday season and actively engaged with customers at all participating stores throughout December. Price Chopper supported these in-store events with promotional signage.

Maxwell reported a remarkable 25% increase in sales between 2024 and 2025. Looking ahead to 2026, she aims to continue her partnership with Market 32/Price Chopper and expand her distribution network.

"These partnerships empower small businesses like mine to grow and thrive," Maxwell said. "They help us understand our client base better and improve our business practices."

Future Aspirations

Maxwell has ambitious plans for the future. She hopes to hire full-time employees as her business continues to expand. Currently, she operates partly out of the STEAM Garden, a business incubator located on Central Avenue in Albany.

For Price Chopper, Trimboli emphasized the commitment to growing the "home.grown." initiative.

"We are investing real thought and resources into making this initiative scalable," he said. "Being headquartered in the Capital Region gives us a unique advantage. Most of our competitors can't say the same. We're eager to develop relationships with local businesses and see what we can bring to life."

Conclusion

The journey of Skin Deep Naturals showcases the power of resilience, community support, and local partnerships. As we embrace the diverse offerings of our local businesses, we contribute to a thriving, authentic corridor on Central Avenue in Albany, NY. Let's continue to support and celebrate the unique talents that enrich our community!