Our Values

Mission First

Switching adult smokers and eliminating cigarettes are at the center of all we do. Positively impact global health and be worthy of the highest social trust.

Think Big

Know no bounds. Innovate with courage and ambition.

Deliver Quality

Demand high standards. Never stop delivering high quality products and the best customer experience.

Debate & Commit

Question and disagree with candor, then be decisive and execute together.


Move fast. Be bold. Value each day as a chance to improve.

Own It

Take initiative and lead by example. Own the action. Own the outcome.

Give Back

Make a meaningful, positive impact on our communities.

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