If clean beauty and wellness rituals are important to you, you’re probably already familiar with Agent Nateur. Their products are widely praised worldwide for a reason. Stylists, estheticians, influencers, your friends, and just about every major beauty publication are obsessed with Agent Nateur’s minimalist, effective, non-toxic formulas. And here at The Skinny Confidential, we’re fully on board with the hype.
We already loved the products—especially their legendary face oil! But we really fell head over heels for Agent Nateur once we learned about founder Jena Covello. Her journey to creating Agent Nateur and its now-iconic products is nothing short of inspiring. It also gave us total confidence that every formula is as clean, intentional, and luxurious as the brand promises.
To learn more about Agent Nateur’s humble beginnings and rise to cult-favorite status, Lauryn Bosstick and Michael Bosstick welcomed Jena onto the Him & Her Show. In the episode, they dive into every detail of Jena’s incredible story, so it’s definitely worth a listen. But we’re sharing some of the highlights from the conversation below, so you can see exactly why we love Jena Covello and Agent Nateur so much.
Agent Nateur Founder: Meet Jena Covello, Clean Beauty Visionary
In this post, we’re diving into who Jena Covello is, how Agent Nateur began, and what makes the brand stand out in an oversaturated beauty industry. We’ll also give you the inside scoop on where you can get your hands on their top products.
Here’s what you should know about Agent Nateur:
What Is Agent Nateur?
Agent Nateur is a luxury clean beauty and wellness brand known for its high standards, premium ingredients, and minimalist formulas that actually work. The brand started with one legendary deodorant and has since expanded into dozens of products that go far beyond hygiene. Today, Agent Nateur is considered an industry leader in skincare, hair care, body care, oral health, and natural supplements.
Who Is Jena Covello?
Jena Covello is the founder and creative visionary behind Los Angeles–based clean beauty and wellness brand Agent Nateur. She personally oversees the formulation of every product, holding uncompromising standards for ingredient quality, sustainability, and efficacy. Most importantly, people respect her so much because she prioritizes real results over trends, shortcuts, or mass-market appeal.
How Did Jena Covello Start Agent Nateur?
Serious health issues challenged her to rethink her lifestyle.
In the early 2010s, Jena struggled with endometriosis-like symptoms and severe hormonal imbalances. She experienced debilitating periods, pelvic pain, inflammation, and a general feeling that something in her body was “off.” Despite trying plenty of conventional approaches, nothing was helping.
She tried to develop a kids’ doll brand.
During this time, Jena was also running a children’s doll brand focused on “unity through art.” The company sold paintable dolls in a range of inclusive skin tones and even gained celebrity attention. While the concept was meaningful, the business didn’t scale as hoped, which led Jenna to return to the workforce after years of challenges. However, she always knew her entrepreneurial drive would lead her back to building something of her own.
She immersed herself in holistic healing.
To address her health concerns, Jena began working with a variety of healthcare professionals, including holistic doctors. After years of traditional American healthcare failing to provide answers, she decided to trust naturopathic experts. One major recommendation was to eliminate endocrine disruptors. These are chemicals commonly found in everyday products that mimic estrogen and totally throw your hormones off-balance.
One of the biggest offenders? Aluminum. And since most deodorants contain aluminum, Jena started searching for cleaner alternatives. Unfortunately, though, she quickly realized how limited her options were. You can hear her talk about this more on the Him & Her Show, where she discusses the problem with American healthcare.
With few trusted products on the market, she made her own.
Jena tried countless natural deodorants, but none of them worked. In fact, many made her smell worse. When she couldn’t find a product that was both natural and effective, she decided to “cook her own deodorant,” as she puts it.
She reformulated her deodorant more than 100 times over the course of nine months. With each promising batch, she brought samples to Detox Market for feedback. Jena would then refine the formula again and again until it was perfect.
Packaging was the next challenge. Without the budget for screen printing, Jena relied on simple stickers, white boxes, and elevated photography to communicate her product’s quality. The final result was the holi (stick)—now considered one of the best natural deodorants on the market.
Want to hear more about the whole process? Jump into her Him & Her Show episode where she talks a lot about formulating natural beauty products.
She officially launched Agent Nateur and her non-toxic deodorant.
In 2014, Jena officially launched Agent Nateur with the holi (stick) as the brand’s flagship product. Early on, Naomi Campbell discovered the deodorant, loved it, and shared it—helping the brand gain rapid momentum.
Recognizing a need for effective clean skincare beyond deodorant, Jena went on to study skincare formulation, active ingredients, European cosmetic standards, and biotechnology in the south of France.
She grew her product line and business organically.
Jena didn’t rush growth. Having learned from past businesses how risky it can be to invest too much capital too early, she decided on a more measured, intentional approach. Instead of expensive campaigns, Agent Nateur grew by word of mouth and Jenna’s authentic storytelling. Soon, retailers were begging to stock the holi (stick) without traditional sales efforts.
Over time, Agent Nateur expanded into a full line of hygiene, skincare, and wellness products, all rooted in the same principles as the original deodorant. Jena only creates products that are safe, effective, and formulated with the customer’s health and daily use in mind.
Agent Nateur’s Best Products
Here are some of Agent Nateur’s most popular products:
- holi (oil): A deeply nourishing face oil formulated to support skin repair, elasticity, and long-term radiance. It features botanicals like rosehip oil, rice bran oil, and helichrysum, which naturally deliver vitamin A-like benefits and antioxidant protection without irritation.
- holi (bright): A vitamin C–powered resurfacing acid wash treatment designed to visibly brighten skin, smooth texture, and enhance glow. It uses a stable form of vitamin C alongside gentle exfoliating acids and plant-based antioxidants to improve tone without harshness.
- holi (mane): A marine collagen and pearl powder supplement created to support hair growth, skin hydration, and nail strength from within. It’s made with wild-caught marine collagen and thoughtfully selected ingredients that focus on therapeutic dosing and bioavailability.
- holi (water): A refining facial essence that gently exfoliates while hydrating and prepping the skin for the rest of a routine. It combines mild acids with hydrating and fermented ingredients to smooth texture, balance the skin barrier, and enhance absorption of skincare that follows.
Agent Nateur is now a highly successful clean beauty brand.
Today, Agent Nateur is a global clean wellness and beauty company with a fiercely loyal following and international retail presence. The brand has generated cumulative sales of millions, is stocked by some of the world’s most influential luxury and clean-beauty retailers, and continues to grow year over year—with outside investment.
What began as a $300 startup has evolved into a company valued at over $20 million. Most importantly, Agent Nateur is known for organic demand, uncompromising ingredient standards, and a founder-led vision rather than marketing tactics.
Where to Buy Agent Nateur
- Agent Nateur (Official Website)
- Amazon
- The Detox Market
- Revolve
- FWRD
- Shopbop
- Nordstrom
- Neiman Marcus
- Saks Fifth Avenue
- Anthropologie
- Moda Operandi
- The Fold
- Violet Grey
- Living Beauty
- Living Earth Beauty
- Citrine Natural Beauty Bar
- Inspire Beauty
- Niche-Beauty
- Shop-Good
- Derma Beauty
- eSkinStore
- Sonder Beauty Studio
- The Mindry
- Laurel & Reed
- Verde Lusso
- High-end spas and facial studios
- Boutique wellness shops
Agent Nateur has earned your trust and a spot in your skincare routine.
Agent Nateur’s success proves that clean beauty doesn’t have to cut corners to be effective or luxurious. With thoughtfully formulated products and a founder-led vision, the brand has earned its place in everyday rituals around the world. Whether you’re streamlining your morning routine or upgrading your entire skincare lineup, Agent Nateur offers intentional essentials that make feeling good in your skin simple, elevated, and sustainable.
To learn more about this brand and non-toxic beauty, listen to the full Jena Covello podcast with TSC. Then, if you’re ready to learn about another clean wellness company, jump into the Him & Her Show episode featuring the founders of OSEA.