JUUL was founded by former smokers, James and Adam, with the goal of improving the lives of the world's one billion adult smokers.

They 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.


JUUL believes that vaping can have a positive impact when used by smokers, and can have a negative impact when used by nonsmokers.

The goal is to maximize the positive and reduce the negative.


These alternatives contain nicotine, which has not been shown to cause cancer but can create dependency.

JUUL believes that these alternatives are not appropriate for people who do not already smoke.


At JUUL, they take the quality of their products seriously.

They design with compliance in mind, testing throughout the development process and continuing to test once products go into production.

JUUL holds their technology to high category standards.


JUUL is designed with smokers in mind, from form to technology to flavor. It is easy to use, there are no buttons or switches.

The JUUL vaporizer has regulated temperature control and uses nicotine salts as found in the tobacco leaf rather than free-base nicotine, unlike standard e-cigarettes. These qualities are unique to JUUL and allow you to experience freedom from the mess of cigarette ash and odor.

By accommodating cigarette-like nicotine levels, JUUL provides satisfaction to meet the standards of smokers looking to switch from smoking cigarettes.