Jena Covello, founder and the creating pressure behind clear magnificence model Agent Nateur
Jena Covello could not look your typical scientist, however she definitely speaks like one. Because the founder and creating pressure behind Agent Nateur — a massively standard magnificence and wellness model championing pure, eco-certified and highly effective elements with none of the nasties, Covello’s journey in attempting to formulate the cleanest merchandise obtainable available in the market began with another but genuine mindset. And it’s this mindset that may in the end lead her to discover, and deeply perceive the parts usually utilized and marketed within the trade.
“I used to be recognized with stage 4 endometriosis and I had sufficient estrogen for a whole block of ladies.” When questioned on how the concept of Agent Nateur took place, the founder tells me candidly: “I used to be looking for an efficient, luxurious pure deodorant however couldn’t discover any, so I started cooking my very own in 2014.” Covello is unassumingly real with a mild, virtually girlish mannerism.
“Antiperspirant comprises aluminum which is an endocrine disrupter that may mimic estrogen. Not each artificial ingredient is poisonous and never each pure ingredient is wholesome.” Covello’s relentless effort in advocating clear magnificence additionally contains educating the 150,000 followers amassed organically between her and the model’s Instagram accounts. “There may be plenty of false impression within the magnificence trade surrounding clear magnificence, which has demonized synthetics. Since launching Agent Nateur and finding out pure fragrance and cosmetics in France, I’ve discovered and shared that Japan, adopted by EU, has the very best rules for magnificence. America, alternatively, has zero rules. There are elements which have been banned in EU for a decade which can be nonetheless available on the market within the US and for me and my firm’s ethos that’s the place the issues happen. I’m going by EU requirements after I formulate and I formulate with elements which can be eco-cert authorized.”
Agent Nateur’s merchandise adhere to EU requirements, that are increased than the US ones
After her first product changing into a best-seller (the deodorant remains to be probably the most standard merchandise of Agent Nateur up to now), Covello noticed a niche available in the market for increasing additional into skincare that labored for her. Believing the appliance of non-toxic merchandise is as vital to your well being as nourishing meals, every ingredient in her line is pure, efficient and backed by science. The formulation, developed by Covello in labs situated both in south of France or Los Angeles, give attention to elements which can be therapeutic, nourishing, in addition to free from GMO’s, soy, parabens, sulfates, aluminium and petroleum.
Distinctive from what customers usually see available in the market, Agent Nateur’s product line is set based mostly on one easy issue — real wants of the customers. Talking of the daring choice of launching holi (oil) and branching into the skincare sphere after her well-received and well-recognized deodorant holi (stick), Covello says: “Every product fills a necessity. After launching the deodorant, I used to be judged for not staying within the physique class as a result of I launched holi (oil) which is our luxurious face oil. It took fixed training on why somebody ought to give the deodorant maker a attempt with their face.”
Covello continues with a smile. “I wanted holi (oil), so something that I personally want and love (and really feel is lacking from my magnificence cupboard) I do know I can promote as a result of it’s genuine. That’s how the vary is set. I formulate principally in France and a bit in LA. I normally supply my anti-aging actives from a provider in Switzerland and France — the place prime requirements apply.”
Agent Nateur’s latest launch features a lifting and firming serum: holi (carry)
Along with the model’s just lately launched holi (crème) and much-anticipated physique care vary (holi (wash) and body (balm)), Agent Nateur has simply launched holi (lift) — a serum that’s lifting and firming, designed for all pores and skin sorts however guarantees to work extra exceptionally for mature or getting older pores and skin.
Followers couldn’t get sufficient of Covello’s new innovations, notably the holi (crème) — a wealthy and deeply-moiturizing product that soothe, nourish and prime pores and skin in addition to delivering final hydration and serving to with the looks of pores and skin texture. Formulated with out petroleum, perfume or important oils, holi (crème) boasts a revolutionary, patented, eco-certified and environmentally-friendly emollient that simply glides onto pores and skin delivering a matte end, all of the whereas smelling divine of contemporary cucumbers.
“Wealthy lotions make me escape.” Talking of one among her newest invention, particularly the mesmerizing odor, Covello explains: “My pal Zizi Donohoe used a matte day cream that Joanna Czech really helpful to her. I fell in love with it however wished to change the petroleum out with one thing that was extra sustainable and didn’t clog pores. I all the time love making two samples of a water-based formulation — one with common water and a second with cucumber distillate. The cucumber distillate provided a chilled impact and it was additionally rather more moisturizing. Though water is sort of free and cucumber distillate is surprisingly costly, I need to give my purchasers the perfect of the perfect and never reduce corners — so you can be smelling the cucumber.”
I made Covello choose her favourite merchandise, and he or she doesn’t hesitate: “The preferred [product] is holi (mane), and my private favourite is holi (mane), holi (water) and holi (oil).”
Jena Covello, founder and creating pressure behind Agent Nateur, makes use of holi (mane) in her smoothies
“Once I apply our face oil and physique oil it looks like such a ritual — the feel and absorbency is unparalleled with anything I’ve ever tried.” And Covello has tried so much in her seek for the right product. “I actually really feel like I’m nurturing my physique.”
A post-pandemic world comes with challenges and fast-paced calls for, how does Covello keep grounded and unwind as a busy entrepreneur and public persona? “I destress by going into the steam and sauna, by swimming within the south of France and by having fun with the sound of waves at my Miami condo. Miami is my peaceable sanctuary. I additionally love each transcendental and OM meditation. I imagine plant medication can tremendously heal an individual. I hearken to kundalini music and Sade. On Sunday mornings I prefer to hearken to Diana Krall. I work out with my coach. I floor myself by earthing and stepping into the grass or on a seashore barefoot.”
And her final message to get throughout to followers of Agent Nateur?
“You might be stunning at any age by incorporating the proper magnificence merchandise and coverings, maintaining a healthy diet and taking anti-aging dietary supplements. Magnificence begins from inside.”
You may store Agent Nateur’s clear magnificence and life-style merchandise right here at www.agentnateur.com. Agent Nateur may also be launching in London on the luxurious division retailer Liberty on Feb 13, with activation in-store on Feb 14.
