Driving innovation to eliminate cigarettes

JUUL’s mission is to improve the lives of the world’s one billion adult smokers.


Read About How JUUL Labs is Combating Underage Use of our Product



JUUL is an alternative for adult smokers. JUUL delivers nicotine satisfaction akin to a cigarette in a format that’s as simple and easy to use.

However, JUUL is not a cigarette. Cigarettes combust when burning tobacco, which creates smoke. JUUL uses a temperature regulation system to heat nicotine-based liquid to an ideal level and is designed to avoid burning. This means that whether you inhale in short puffs or deep draws, JUUL’s vapor is always at the ideal temperature.

JUUL’s proprietary nicotine salt formula, design, and temperature regulation result in an experience that we believe creates the first viable alternative to cigarettes for adult smokers.

Our product stewardship includes that we implement, maintain and document knowledge based on scientific, evidence-based processes and procedures. We do this to provide reasonable assurance that the components and constituents of our commercial products, and the materials employed in their manufacture, reduce or minimize risk to consumers.