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JUUL Mission & Values

The JUUL Labs’ mission is to eliminate cigarettes by offering existing adult smokers with a true alternative to combustible cigarettes. James Monsees and Adam Bowen had both been smokers for years -- both trying without success to quit -- before they met as graduate students in the Stanford design program. They co-founded JUUL Labs in 2007 to pursue this mission. Based on their research, they learned that smokers who want to switch are looking for something that does not look or feel like a cigarette. That’s why they created JUUL, designed with smokers in mind.

While we are dedicated to our mission of helping adults switch off cigarettes, we are also incredibly focused on combating underage use. No minor should be in possession of a JUUL or any other tobacco product. Underage use of certain product categories remains a persistent problem, and at JUUL Labs we are committed to combating underage use of our product. While we have made strides, we are working on new approaches to address the issue more effectively.

To learn about our JUUL Labs mission and our perspectives on technology and innovation, as well as our efforts around youth prevention, visit JUULlabs.com.

For more information, you can visit https://teen.smokefree.gov. And if you have concerns or questions, you can always email us at youthprevention@juul.com. We believe – together – we can end smoking and underage use.