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Our Mission

Impact the lives of the world's one billion adult smokers.

JUUL Labs was founded by former smokers, James and Adam, with the goal of impacting the lives of the world's one billion adult smokers. We envision a world where fewer people use cigarettes, and where people who smoke cigarettes have the tools to reduce or eliminate their consumption entirely, should they so desire.

Our Commitment

We recognise that smoking alternatives continue to be the subject of conversation. We welcome dialogue, debate and data, and JUUL Labs will evaluate findings as and when such studies become available, as well as investing in its own proprietary research.

Our Intent

As scientists, product designers and engineers, we believe that vaping can have a positive impact when used by smokers, and can have a negative impact when used by nonsmokers. Our goal is to maximise the positive and reduce the negative.

These alternatives contain nicotine, which has not been shown to cause cancer but can create dependency. We believe that these alternatives are not appropriate for people who do not already smoke.

Our Responsibility