5Q: Jena Covello, Agent Nateur

Jena Covello, Founder

Jena Covello, Founder

I met Jena online last summer, I was struck by the very cool and authentic appeal her brand possessed. We had mutual retailers so I reached out to chat about the business of beauty and to gush about an experience I'd had using her amazing products. We swapped products and shared our stories. Jena is a gem, as honest as she is beautiful. She knows so much about where she wants to take her brand and how she wants to help others. I am so excited to share this bad-ass-bosslady's story. 

Enjoy- xo LN

1. Looking back on your first job, what skill did you use that you still use today?

I waited tables for a long time. I was always enrolled in art classes from the time I was a little girl. So the owner of the restaurant made me paint roses and flowers on the walls. For Agent, I design everything myself- from the logo to the packaging and I art direct all of my images. So I guess that’s something that is similar. 

2. Was there a defining moment that made you start your business?

Yes! I couldn’t find a natural deodorant to work. My dad had been telling me about the dangers of aluminum since I was 16, but in 2014 my naturopaths were adamant about me omitting antiperspirant because it is an endocrine disruptor and effects hormones. 

I have endometriosis and adenomyosis so I have to steer clear of anything that can elevate estrogen levels.  After testing out every natural deodorant sticks, I couldn’t find any to work for me so I began cooking my own.

3. What was he first step you took to launch your brand?

 I collaborated with my photographer and art directed the images that I wanted to produce so that I could begin an Instagram account and then I made my own website through Squarespace.


4. What is the greatest lesson learned in your first year in business?

Follow your heart and intuition at all costs. If it feels right it probably is and if something feels wrong, don’t ignore that feeling.  And most importantly, don’t give all of your secrets away.  At the time, there weren’t any niche deodorant stick brands. I told the world that I cooked Agent for 9 months before perfecting the formula and that inspired a lot of other companies to follow suit. 

5. What is your best piece of advice for your fellow Female Founder?

Follow your heart and again, trust your intuition.  If you believe in yourself then that’s all that really matters.  I started Agent with $300.  I ordered a minimal amount of bottles but not enough to have them printed so I used stickers for my first round of production.  I bought boxes from ULine and had stickers made as well.  When there’s a will there’s a way regardless of the income you have.

I loved getting to know Jenna and all of the Female Founders I've featured here on the blog! If you know someone who should be featured email me their contact info! #womensupportingwomen