Jena Covello’s journey with Agent Nateur began not just as a business endeavor but as a personal quest for wellness, sparked by a profound experience during an Ayahuasca ceremony. Back in 2014, she was grappling with severe health issues, including stage four endometriosis. Recommendations from her naturopaths highlighted the dangers of aluminum antiperspirants, linked to various health risks because of their endocrine-disrupting properties. Initially skeptical, Covello found herself inspired post-ceremony. Two weeks later, she was experimenting with making her own clean deodorant, concocting formulations for eight months until she finally achieved the right consistency for her first product, Holi (Stick). In 2015, she launched Agent Nateur, marking a significant milestone in her mission to provide a truly clean alternative in personal care.
Fast forward to the present, Agent Nateur celebrates its 10th anniversary with the exciting introduction of a reformulated Holi (Stick), available in five new synthetic-free scents. Covello’s dedication to sourcing only natural ingredients has not gone unnoticed; the brand’s reputation has grown significantly over the years. With impressive sales expected to reach $25 million by 2025, the brand is firmly established in retailers like Erewhon and The Detox Market. Covello’s innovative spirit shines through not just in her deodorants but also in her expanding product range, now including Holi (Mag) Advanced Daily Magnesium Complex and Holi (Water) Crème. These new offerings reflect her commitment to clean beauty across various categories.
While the clean deodorant market is thriving, Covello’s early days were met with skepticism and challenges. Undeterred, she pursued formal education in natural cosmetics and fragrance in France to elevate her brand. This dedication allowed her to expand Agent Nateur into an impressive lineup of products that spans body care, makeup, skin care, oral care, hair care, and health supplements. Covello’s initiative, including collaborations with functional medicine expert Dr. Will Cole, has led to stunning successes, particularly with Holi (Mane)—a nutrient-rich product that gained viral attention thanks to social media influencer Esther Povitsky.
Not one to rest on her laurels, Covello continues to innovate, keen on enhancing the overall customer experience. This summer marked the rollout of revamped packaging, designed to exude a luxurious feel reminiscent of her travels in France and Italy. Each product now features an embossed Agent Nateur logo, aimed at appealing to consumers’ desires for aesthetics in personal care. Covello expressed her hope that her products would not only perform excellently but also make a stunning visual presence on users’ shelves, creating a blend of functionality and beauty.
The brand’s growth trajectory includes attention toward future endeavors. Covello has plans for an array of new products, particularly focusing on clean alternatives like toothpaste and developing clean cosmetics such as lip liners and lipsticks. Her expansive vision for Agent Nateur reflects her personal values and highlights her adaptability within the ever-evolving beauty industry. With a bestseller in every category launched so far, she is continuously strategizing to determine the most effective path forward, balancing passion for innovation with the realities of market demand.
Jena Covello’s story not only highlights the potential for personal struggles to catalyze meaningful change in one’s life but also illustrates how dedication to clean, quality products can revolutionize an industry. Her journey with Agent Nateur is as much about promoting wellness as it is about building a successful brand. With ongoing developments and a keen eye on customer feedback, Covello is setting the stage for a future where clean beauty is accessible and desirable for everyone. Whether through innovative products or stunning packaging, she aspires to foster a community that values health, beauty, and sustainability in their daily routines.