Our Mission

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

Juul Labs was founded with the goal of helping to transition the world’s one billion adult smokers away from combustible cigarettes.

We believe that vapor products can offer adult smokers an alternative to combustible cigarettes and, in so doing, reduce the harm associated with tobacco. We also know that providing an alternative to adult smokers is at risk if it comes at the expense of underage use. We are committed to helping adult smokers transition away from combustible cigarettes, while combating the serious problem of underage use.