The Quality Makers: Jena Covello of Agent Nateur

As someone who identifies with the #DeepWellness movement, it’s safe to say that I’ve tried almost all of the brands lining the beauty / supplement aisle at my local Erewhon, but few have earned the Cult Beauty title quite like Agent Nateur. 

With the highest standards of ingredient-sourcing, efficacy, and production, it is no wonder that CEO and Founder Jena Covello has built an empire of collagen-inspired wellness based on nothing other than the fact that consumers believe in her mission and her products’ noticeable results. While the brand is most notably recognized for its very famous, life-changing holi (mane)—which I reviewed, and it is, indeed, the best collagen I’ve ever tried—Jena is iconically expanding the brand to include 360-degree-driven products that cover every facet of wellness from the inside out.

Admittedly a certified Agent Nateur fangirlie and major believer in the brand, I had the fortune of interviewing Jena to dive into her luxuriously elevated orbit for even just a moment. If you haven’t transcended your everyday lifestyle after reading this, you might need to read it again while applying some of my other holi favorites—holi (oil) + holi (locks)—and see what happens.

TQE: There’s no question that Agent Nateur has quickly become a cult-beauty, wellness favorite. How did you end up creating the brand? 

JC: I was diagnosed with stage 4 endometriosis, and after years of struggling with pain management, I set out on a path of holistic healing. I was searching for a safe, effective, luxurious, and natural deodorant that was free of aluminum because aluminum is an endocrine disruptor and can mimic estrogen.. I couldn’t find anything, so I began cooking my own in 2014. 

From there, I really trusted my gut and created products that I felt my customers needed. I focused on formulations and quality, rather than sticking to a specific category, and I think that the brand has achieved cult status because of the trust we have built with our customers—no matter if you are buying skincare, bodycare, or a supplement from us, you know the level of care and thought that went into the formula! 

TQE: Tell us more about your health + healing journey toward clean beauty / wellness. 

JC: My health and healing journey is why the brand even came to be! So much of my personal mission is to do more than sell products that improve people’s lives, it is also to share information and access to alternative doctors and practitioners—expertise I have collected and learned over many, many years. 

Our blog, The Agent Edit, is a key part of this. I have been so lucky to have found healing and true full-body wellness through this knowledge, and I am always focused on sharing that with other people, who might need the same on their healing journey. 

TQE: With soooooo many products out there, what are some key things people should be looking for as it relates to what goes on and in their bodies? 

JC: I focus on ingredients that are healing, nourishing, as well as free from GMOs, soy, parabens, sulfates, aluminum, and petroleum. 

Every one of our products does not disturb hormones and is safe when pregnant and breastfeeding. A few of my favorite ingredients? Cucumber water is one favorite. It is bursting with flavonoids and antioxidants that promote youthful-looking skin and is known to alleviate swelling, soothe redness, and hydrate skin. It also smells so incredible. 

Pearl powder is another favorite. It is rich in magnesium, calcium, and antioxidants that nurture the skin and stimulate cell regeneration. Topically, studies have shown that it boosts cell-to-cell adhesion and the production of collagen cells, which speeds wound healing, reduces sun damage, and increases skin’s firmness. When ingested, pearl powder’s high magnesium content elevates GABA levels to reduce inflammation and prevent oxidative stress,—two conditions commonly associated with premature aging. 

Sodium ascorbyl phosphate is also incredible. It is the best derivative of vitamin C for cosmetics due to its natural SPF of 8, its stability, and its biocompatibility, protecting against environmental stressors that lead to fine lines and wrinkles. 

TQE: How do you ensure your products are effective and of the highest quality? 

JC: The common denominator for every product we make is a relentless commitment to quality and efficacy in our sourcing. We tap only suppliers that meet our rigorous standards and can demonstrate safety and potency of their product—we spare no expense here. 

TQE: What is it about Agent Nateur that you think has allowed you to show up and show out among the rest?

JC: I think our truly organic growth has made the difference—much of our growth is organic, friend-to-friend recommendations. Our community trusts our formulations and sourcing, they know our standards, and know that we don't lean into trends for the sake of trends or add ingredients for marketing fluff.

TQE: In an ideal world, someone’s pantry and bathroom shelf would be exclusively Agent Nateur. However, given that the price point is on the higher end, what would you suggest as a “go-to” or “one true love” product for someone who is willing to invest in a single mainstay for their routine? 

JC: Our best-selling holi (mane) collagen. It truly is beauty from the inside out. It combines two daily powerhouse superfoods—marine collagen and pearl powder—and is abundant in over 30 trace minerals, including silica, magnesium, calcium, and potassium that support the appearance of optimal hair, skin, and nail health. Thousands and thousands of our customers absolutely swear by it.