JUUL

Juul Labs, Inc. is an American e-cigarette company best known for its JUUL device, a compact, USB-drive‑like vaporizer that uses prefilled nicotine salt pods.

The JUUL system is a closed pod-based vaporizer that delivers nicotine through nicotine salts, which can provide higher nicotine delivery with a smoother throat hit. In the United States, JUUL pods historically contained 5% nicotine by weight (about 50–60 mg/mL), with some markets offering lower levels; the e-liquid includes benzoic acid to form nicotine salts.

History and market impact: Launched in 2015 after development by James Monsees and Adam Bowen, JUUL rapidly gained market share in the U.S. vaping market. The widespread adoption by young users drew significant regulatory attention and policy changes aimed at restricting flavors, marketing practices, and youth access.

Regulatory and litigation context: Juul faced multiple lawsuits and regulatory actions in the United States and other jurisdictions, and has reached settlements related to marketing practices and youth access. In 2018, Altria Group acquired a minority stake in Juul Labs as part of a strategic investment. The company has since adjusted its product lineup and marketing in response to policy developments and ongoing regulatory oversight.

Juul remains a major, though controversial, player in the e-cigarette sector, with ongoing regulatory scrutiny shaping its product offerings and market strategy.