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E-cigarettes were created as an alternative to smoking. The battery powered vaporizer

imitates the standard cigarette with similar behavioral aspects, including hand to

mouth action. The product was initially advertised as a “better” substitute to cigarettes.

E-cigarettes were created to encourage smokers to eventually quit smoking. Many

e-cigarette companies came about, however one of the most popular is Juul Labs. 

 

Juul Labs was founded in March of  2015 and was introduced by Pax Labs, an electronic

vaporizer company, in June of 2015. In 2017, Juul Labs became an independent

company with Tyler Goldman as the CEO. Goldman was interested in pursuing new

entrepreneurial opportunities and spun out of Pax Labs. Juul became increasingly

popular after the separation and the company grew tremedously. By 2018 the

company quintupled in size with e-cigarettes being manufactured in China, and pods

made in the United States. 

 

                                                                                                                                                   Although the company has been doing well, in the                                                                                                                                                        spring of 2018, the US Food and Drug                                                                                                                                                                                  Administration began an investigation on Juul                                                                                                                                                                products. The FDA requested many documents                                                                                                                                                            regarding the design and marketing of the Juul, the                                                                                                                                                      safety of the product, and whether the device                                                                                                                                                                  appeals to a particular age group. The main                                                                                                                                                                    concern of the investigation was that too many young people were getting their hands on the product. Juul labs expressed their commitment to deter youth from obtaining Juul and changed the legal use age from 18 to 21 as their first steps to addressing  the youth tobacco epidemic.