Agent Nateur's Jena Covello On The Secrets Behind Clean Beauty, Healing Endometriosis & Balancing Hormone Health

Key Takeaways

Jena Covello transformed Agent Nateur from an initial $300 investment into a $20 million brand.
Covello's experiences with childhood bullying and health challenges fueled her entrepreneurial drive and product development.
Agent Nateur prioritizes potent, natural product formulations, adhering to strict EU standards.
The brand's philosophy advocates for an 80/20 approach to clean living, balancing health with practical indulgence.
Covello emphasizes the importance of avoiding endocrine disruptors like aluminum and fluoride in everyday products.
The episode discusses strategies for managing online criticism and navigating current 'cancel culture' dynamics.

Jena Covello discusses online criticism, citing a Reddit post about her gel nails as an example of negativity.
She transmutes online criticism into success, viewing 'haters' as a signal of progress.
Covello attributes her polarizing public image to her unfiltered communication style and authenticity.
The guest notes that women often become the primary online bullies, drawing parallels to childhood experiences.

Agent Nateur began with $300 and grew to over $20 million in annual revenue.
The guest spent nine months and over one hundred attempts perfecting her natural deodorant recipe due to personal need.
Naomi Campbell's positive reception of the homemade deodorant significantly boosted early demand for the product.
The brand launched profitably on Instagram, initially using simple stickers on bottles and plain white boxes.

Agent Nateur's initial collagen supplement, 'Holy Youth,' launched in 2018, failed due to its unpalatable spirulina ingredient.
The guest's mother revealed the collagen's efficacy during the COVID-19 pandemic, prompting reconsideration.
A psychedelic experience at Art Basel in 2019 inspired a new packaging aesthetic and the concept for 'Holy Main.'
The reformulated collagen product was relaunched with Dr. Will Cole, focusing on therapeutic dosages.

Marine collagen is highlighted for promoting hair growth, improving skin, and strengthening nails.
'Holy Youth' is credited with reducing inflammation, hydrating skin from within, and reversing fine lines.
Agent Nateur's collagen is heat-stabilized, contains all four collagen types (one, two, three, and four), and is versatile for use in beverages or cooking.
The product is marine-based, wild-caught, and undergoes third-party testing for heavy metals.

The guest shifted brand-related social media content to her personal page to avoid controversial topics and maintain a peaceful state.
She suggests that being 'canceled' can lead individuals to adopt more polarizing and extreme viewpoints.
The hosts advocate for open dialogue and listening to diverse perspectives to avoid echo chambers and foster understanding.
They discuss the pressures advertisers and online mobs exert on media platforms and individuals.

The guest questions rigid 'clean living' adherence, advocating for an 80/20 approach that allows occasional indulgences.
Discussion includes global differences in food tolerance and speculation about American soil, water, and agricultural practices.
The guest links societal health issues to larger food portions in America, emphasizing individual self-control.
Self-awareness and listening to bodily signals are crucial for preventing health issues and self-destructive behaviors.

The guest criticizes the beauty industry for prioritizing marketing over effective product formulation, particularly in skincare and supplements.
Consumer confusion is noted due to brands launching high-priced items alongside more affordable lines without clear value differentiation.
This critique highlights a perceived lack of transparency regarding product efficacy and cost in the market.
The guest states her brand, Agent Nateur, differentiates itself by investing primarily in product formulation rather than marketing.

Concerns are raised about synthetic fragrances, many of which are undisclosed endocrine disruptors or allergens.
The guest advises avoiding fluoride and aluminum, citing their presence in toothpaste, cooking materials, and antiperspirants as potential health risks.
Masking natural body odors can prevent individuals from recognizing underlying health issues, such as gut or detox pathway problems.
Rising rates of infertility, heart disease, sleep issues, and obesity are linked to increased exposure to toxic ingredients and excessive screen time.

Advice is provided on hair health, distinguishing between hair shedding and breakage, with breakage often linked to dryness, thyroid issues, anemia, or low vitamin D.
The guest recommends coating hair in coconut oil for protection against sun and saltwater, citing positive results from her Mediterranean summer experience.
Her personal hair care routine involves leaving coconut oil in her hair for a week and daily reapplication, while avoiding blow-drying.
Agent Nateur's 'Holy Growth' topical hair treatment includes ingredients like copper peptides and spermidine.