Our Mission

Our mission is to transition the world’s billion adult smokers away from combustible cigarettes, eliminate their use, and combat underage usage of our products.

We envision a world where fewer adults use cigarettes, and where adults 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 adult 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 adults who do not already smoke.

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