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JUUL Labs was founded with the goal of improving the lives of the world's one billion adult smokers by providing them with an easy to use vapor alternative to combustible cigarettes, containing a similar level of nicotine to make switching as easy as possible.


JUUL uses an intelligent heating mechanism that creates an aerosol and is engineered to minimize combustion.

JUUL is a closed system vapor product and is not designed to be refillable.

JUUL is rechargeable via a USB port.

What is a JUULpod?

A JUULpod is the cartridge that clicks into the top of the JUUL device.

JUULpods contain a proprietary salt-based nictonine e-liquid formula, which is mixed under strict quality-controlled processes, and is intended to help satisfy smokers when transitioning from cigarettes.

What is an e-liquid?

An e-liquid is the fluid used in vapor products to create the actual vapor.

What is vapor?

Vapor is the aerosol that is generated when an e-liquid is heated.



(UP TO 90%)

Propylene glycol and glycerine are clear liquids that are used to create a visible vapor, and are commonly used by the medical, beauty and food industries. A majority, if not all e-liquids, contain propylene glycol (PG).


Nicotine is a stimulant that comes from the tobacco plant. We use highly purified/USP grade/pharmaceutical grade nicotine.


Benzoic acid is a naturally occurring ingredient, found in tobacco and other substances. When combined with nicotine as part of our nicotine salts formulation, it helps provide cigarette-like satisfaction.


JUUL flavours consist of both naturally occurring and artificial flavor ingredients which provide the specific taste profile for each flavor.


Along with our rigorous compliance with industry standards, we do the following to ensure the highest levels of quality:
  • We maintain a formal process and review board for complaints.
  • All complaints suspected of having a health component are reviewed by medical professionals on a weekly basis and escalated as appropriate.
  • We model our own hazard assessment on the FDA’s medical industry assessment.


While developing JUUL, we had the opportunity to reference ten years of data on e-cigarette products in-market and use the latest technology to innovate beyond those products to develop what we believe is an appropriate JUUL product profile. While we base our product decisions on existing research, in order to drive innovation, we simultaneously conduct our own research to understand future opportunities for product development. Since e-cigarettes have only been commercially available for a few years, just like any other vapor product, there are some things we don't know about JUUL simply because it has only been on the market since 2015. We are committed to ongoing research and innovation in vapor technology.