How An Alternative Mindset Led To The Best-Selling Agent Nateur

Jena Covello may not look your typical scientist, but she certainly speaks like one. As the founder and creating force behind Agent Nateur — a hugely popular beauty and wellness brand championing natural, eco-certified and powerful ingredients without any of the nasties, Covello’s journey in trying to formulate the cleanest products available in the market started with an alternative yet authentic mindset. And it is this mindset that would ultimately lead her to explore, and deeply understand the components often utilized and marketed in the industry.

“I was diagnosed with stage 4 endometriosis and I had enough estrogen for an entire block of women.” When questioned on how the idea of Agent Nateur came about, the founder tells me candidly: “I was searching for an effective, luxury natural deodorant but couldn’t find any, so I began cooking my own in 2014.” Covello is unassumingly genuine with a gentle, almost girlish mannerism.

“Antiperspirant contains aluminum which is an endocrine disrupter that can mimic estrogen. Not every synthetic ingredient is toxic and not every natural ingredient is healthy.” Covello’s relentless effort in advocating clean beauty also includes educating the 150,000 followers amassed organically between her and the brand’s Instagram accounts. “There is a lot of misconception in the beauty industry surrounding clean beauty, which has demonized synthetics. Since launching Agent Nateur and studying natural perfume and cosmetics in France, I’ve learned and shared that Japan, followed by EU, has the highest regulations for beauty. America, on the other hand, has zero regulations. There are ingredients that have been banned in EU for a decade that are still on the market in the US and for me and my company’s ethos that’s where the problems occur. I go by EU standards when I formulate and I formulate with ingredients that are eco-cert approved.”

After her first product becoming a best-seller (the deodorant is still one of the most popular products of Agent Nateur to date), Covello saw a gap in the market for expanding further into skincare that worked for her. Believing the application of non-toxic products is as important to your health as nourishing food, each ingredient in her line is natural, effective and backed by science. The formulas, developed by Covello in labs located either in south of France or Los Angeles, focus on ingredients that are healing, nourishing, as well as free from GMO’s, soy, parabens, sulfates, aluminium and petroleum.

Unique from what consumers typically see in the market, Agent Nateur’s product line is decided based on one simple factor — genuine needs of the consumers. Speaking of the bold decision of launching holi (oil) and branching into the skincare sphere after her well-received and well-recognized deodorant holi (stick), Covello says: “Each product fills a necessity. After launching the deodorant, I was judged for not staying in the body category because I launched holi (oil) which is our luxurious face oil. It took constant education on why someone should give the deodorant maker a try with their face.”

Covello continues with a smile. “I needed holi (oil), so anything that I personally need and love (and feel is missing from my beauty cabinet) I know I can sell because it’s authentic. That is how the range is decided. I formulate mostly in France and a little in LA. I usually source my anti-aging actives from a supplier in Switzerland and France — where top standards apply.”

In addition to the brand’s recently launched holi (crème) and much-anticipated body care range (holi (wash) and body (balm)), Agent Nateur has just introduced holi (lift) — a serum that’s lifting and firming, designed for all skin types but promises to work more exceptionally for mature or aging skin.

Fans couldn’t get enough of Covello’s new inventions, particularly the holi (crème) — a rich and deeply-moiturizing product that soothe, nourish and prime skin as well as delivering ultimate hydration and helping with the appearance of skin texture. Formulated without petroleum, fragrance or essential oils, holi (crème) boasts a revolutionary, patented, eco-certified and environmentally-friendly emollient that easily glides onto skin delivering a matte finish, all the while smelling divine of fresh cucumbers.

“Rich creams make me break out.” Speaking of one of her latest invention, especially the mesmerizing smell, Covello explains: “My friend Zizi Donohoe used a matte day cream that Joanna Czech recommended to her. I fell in love with it but wanted to switch the petroleum out with something that was more sustainable and didn’t clog pores. I always love making two samples of a water-based formula — one with regular water and a second with cucumber distillate. The cucumber distillate offered a calming effect and it was also much more moisturizing. Although water is nearly free and cucumber distillate is surprisingly expensive, I want to give my clients the best of the best and not cut corners — so you will be smelling the cucumber.”

I made Covello pick her favorite products, and she doesn’t hesitate: “The most popular [product] is holi (mane), and my personal favorite is holi (mane), holi (water) and holi (oil).”

“When I apply our face oil and body oil it feels like such a ritual — the texture and absorbency is unparalleled with anything else I’ve ever tried.” And Covello has tried a lot in her search for the perfect product. “I truly feel like I’m nurturing my body.”

A post-pandemic world comes with challenges and fast-paced demands, how does Covello stay grounded and unwind as a busy entrepreneur and public personality? “I destress by going into the steam and sauna, by swimming in the south of France and by enjoying the sound of waves at my Miami apartment. Miami is my peaceful sanctuary. I also love both transcendental and OM meditation. I believe plant medicine can tremendously heal a person. I listen to kundalini music and Sade. On Sunday mornings I like to listen to Diana Krall. I work out with my trainer. I ground myself by earthing and getting into the grass or on a beach barefoot.”

And her ultimate message to get across to fans of Agent Nateur?

“You can be beautiful at any age by incorporating the right beauty products and treatments, eating healthy and taking anti-aging supplements. Beauty begins from within.”

You can shop Agent Nateur’s clean beauty and lifestyle products here at www.agentnateur.com. Agent Nateur will also be launching in London at the luxury department store Liberty on Feb 13, with activation in-store on Feb 14.