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When it comes to beauty that actually works, we’ve been longtime fans of Agent Nateur, and yes, their cult-favorite holi (mane) has held a permanent spot on our shelves for years. (It’s one of the best hair, skin, and nail supplements we’ve ever tested.)
But behind the brand and word-of-mouth obsession is a founder whose story runs much deeper than beauty trends. Diagnosed with stage 4 endometriosis and later adenomyosis, Jena Covello turned her own health journey into fuel for reimagining what “clean beauty” could be. What began with a single deodorant has since grown into one of the most coveted wellness-meets-luxury brands, merging uncompromising efficacy with old-world European inspiration and a fearless commitment to sourcing the very best.
In our latest Living Well conversation, Jena opens up about how pain became her portal to purpose, the ingredient standards that set Agent Nateur apart, and the rituals that keep her grounded while building one of the most influential clean beauty brands today.
Living Well with Jena Cavello
You’ve been open about how endometriosis shaped your path—what part of that health journey most changed how you look at beauty and wellness? Being diagnosed with Stage 4 endometriosis and later adenomyosis completely shifted my entire life. It caused debilitating pain, and for many years I was bedridden for nearly half the month, every month. At times I contemplated getting a hysterectomy, and then I read all of these stories from women saying the pain continued afterwards. That’s when I realized it was an emotional disease and is usually a mother wound. I also learned that endocrine disruptors like aluminum can mimic estrogen, which was especially problematic for women like me because I used to have an estradiol level that was nearly 1000, enough for ten women! That journey led me to formulate my first product, holi (stick) deodorant. From there, it became my mission to create products that are not only clean and luxurious, but also deeply efficacious.
Coming from a background in fashion, how did your eye for style and design influence the way Agent Nateur looks and feels? The day I came up with the name Agent Nateur, my therapist had me write an exercise of all of the things I love. I wrote words like France, the original Delano hotel in Miami, Santa Maria Novella, supplements, the color white for packaging… and then I wrote that I am the agent of nature because I was handing all of my friends and coworkers a concoction of supplements to get them better during flu season. I referenced the old EIC of Bazaar in my inspiration, Liz Tilberis. She was so iconic and brought the original font back to Bazaar. I wanted to marry the world of luxury, old-world Europe, and minimalist packaging with holistic health.
The phrase “clean beauty” gets used so loosely, how do you personally define it, and where do you think the industry gets it wrong? For me, “clean beauty” isn’t a trend or a marketing claim, it’s a non-negotiable standard rooted in safety, integrity, and efficacy. It means formulating by getting to the root cause with ingredients that transform and benefit skin not only immediately, but also over time and with consistent use, without ingredients that disrupt hormones, inflame the skin, or compromise long-term health. That includes things like aluminum, problematic preservatives, parabens, harmful synthetics (not all synthetics are bad), and cheap, poorly sourced actives. Every product we make is safe for pregnancy and breastfeeding. Every product we make passes the EU’s rigorous cosmetic regulations that ban or restrict over 1,600 ingredients. I follow the EU’s regulations.
Traceability is a big part of your ethos. Can you walk us through what “knowing your farmer” or supplier looks like in practice? I’ve traveled to France and Switzerland, and I buy my Bulgarian rose water and lavender water directly from the farmer. I buy my helichrysum directly from the farmer in Provence. For the supplements, we formulate with the most expensive ingredients we find in most cases. This is because they tend to work better. A good example is the tart cherry juice we use in calm beauty. Unlike conventional sweet cherry juice, tart cherry has a completely different nutritional and phytochemical profile. It’s rich in anthocyanins and polyphenols, which are powerful anti-inflammatories and antioxidants. It naturally contains melatonin and tryptophan to help regulate sleep, and its higher concentration of plant compounds supports joint health and recovery. Conventional sweet cherry juice, on the other hand, is higher in sugars, has lower antioxidant levels, and contains much less melatonin—so its sleep-promoting effects are weaker.
We work with one of Europe’s top clean active distributors, and many of our ingredients are Ecocert-approved. Our marine collagen is third-party tested, not just for metals but also for potency. We wanted to understand why it works better than other mass-produced collagen on the market.
What’s one ingredient you’ve fought to include despite its complexity or cost, and why was it worth it? I have a couple. Our marine collagen in holi (mane) is the most expensive on the market, from non-GMO, wild-caught, kosher fish. I’ve been offered cheaper options, but I’ve never compromised. Holi (mane) is pure, potent, and it works (the testimonials speak for themselves!). Also, our Bulgarian rose oil, and the extremely expensive oils in our deodorants, they are truly little luxury perfumes. SHOP holi (mane) Here.
holi (mane) has become such a cult favorite. Why do you think it resonates so deeply with people? And what makes holi (mane) stand apart in terms of sourcing and formulation? It’s the results. People see real changes in their hair, skin, nails, and gut health. By March 2021, we received thousands of messages from people saying their hair stopped falling out post-Covid when they started holi (mane). It’s a therapeutic dose. It combines marine collagen and pearl powder, which is rich in glycine, calcium, and magnesium, and helps reduce gut inflammation and oxidative stress. When you have less inflammation in the gut, you naturally have less inflammation and redness in the skin. So much of holi (mane)’s growth has been word-of-mouth, friend-to-friend recommendations. Anytime I stop taking holi (mane), I immediately see it in my skin and nails first. It literally reverses lines and is an internal moisturizer!
For someone new to Agent Nateur, where do you suggest they start? With the entire routine! Start with the holi (trinity), our three-step skincare ritual, and holi (mane). It’s your foundation for glowing skin, inside and out. Use holi (water) crème during the day and holi (lift) at night. For supplements: take holi (mane), holi (radiance), and holi (mag) during the day. From there, build your routine based on your skin’s unique needs. I may be biased, but I also think everyone needs calm (beauty)!
If you could shine a light on a product that hasn’t had its “moment” yet, which would it be? “Holi (water) crème and our acid (wash) cleanser. It’s a gentle foaming lactic acid cleanser that brightens, balances, and clears skin without stripping it. It’s incredible for acne-prone skin and one of the few skincare products where I see immediate results after use. Holi (water) crème is so amazing because it gives skin an instant glass-like finish while flooding it with hydration, yet it still feels weightless. It also includes the star active Chronoglow™, derived from the “resurrection plant” Haberlea rhodopensis. Chronoglow is clinically shown to boost skin elasticity (up to 8.9% in just two weeks), enhance luminosity, and increase radiance to reverse signs of aging. Together with our other actives, holi (water) crème serves not just as a moisturizer but as a full-spectrum treatment that combats early aging, dullness, and environmental stressors.
Are there books, podcasts, or thought leaders who have inspired your philosophy on wellness or business? I love Deepak Chopra’s work on meditation and mindset. I also believe in the power of nervous system regulation and resistance training. I studied Kabbalah for seven years, hardcore, seven days a week. I learned to stop being a victim and to take responsibility for my life. I love Louise Hay, Esther and Abraham Hicks, Neville Goddard, and Madonna. Since I was a little girl, I’ve used lyrics as mantras—especially rap lyrics.
How do you want your journey to inspire the next generation of women building in beauty and wellness? I want women to know that pain can be a portal to purpose. I didn’t build Agent Nateur by following trends; I built it by following what healed me. If my journey shows anything, it’s that your story, your intuition, and your standards are enough. Don’t compromise. Most importantly, take responsibility for your company and every single aspect. I built it from $300 because I was the formulator, the designer, the accountant, and the marketer. Also, if you want to be successful, always go back to your WHY. It can’t be for selfish reasons. My reason was to heal myself and to heal and help others, and to make them feel ageless and gorgeous from the inside out—knowing that by using Agent, they are benefiting their health and beauty long term
