The Skinny Confidential Him And Her Show Agent Nateur's Jena Covello On The Secrets Behind Clean Beauty, Healing Endometriosis & Balancing Hormone Health
Dec 12, 2025
Jena Covello, the founder of Agent Nateur, went from a $300 investment to a multi-million dollar clean beauty empire. She shares her journey, revealing how her struggles with endometriosis and hormonal imbalances inspired her innovative formulations. Jena addresses online criticism, emphasizing authenticity and resilience. Listeners learn about the unique ingredients in her products, including a natural retinol alternative, and her commitment to transparency in clean beauty. Plus, she offers practical tips for hair care and hormone health.
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Invest In Formulation First
- Prioritize formulation over flashy marketing when building beauty brands because efficacy sustains customers long-term.
- Max out actives within safety standards to ensure products visibly transform skin over time.
Humble Kitchen Origin Story
- Jena started Agent Nateur after switching from a kids line and making deodorant in her kitchen following an ayahuasca experience.
- She perfected the formula over nine months, labeled bottles with stickers, and sold profitably from day one.
Health Crisis Sparked Product Pivot
- After ayahuasca, Jena experienced severe endometriosis symptoms and was told to remove aluminum antiperspirant to lower estrogen.
- She began crafting natural deodorants because existing options made her smell bad and didn't work for her body.
