History of Juul in Timeline

Juul Labs is an American e-cigarette company, created by Adam Bowen and James Monsees as part of Pax Labs. Its main product, the Juul, is an e-cigarette that vaporizes nicotine salts from disposable cartridges. Juul was introduced in 2015 and spun off from Pax Labs in 2017. In 2018, Altria acquired a 35% stake in Juul for $12.8 billion, resulting in a $2 billion bonus for Juul employees. Juul stopped selling its original device in 2023, introducing the Juul 2.

2005: Bowen and Monsees Meet

In 2005, Adam Bowen and James Monsees met at Stanford University and started to develop the e-cigarette Ploom.

May 22, 2015: Juul Labs, Inc. Founded

On May 22, 2015, Juul Labs, Inc. was officially founded.

June 2015: Juul E-cigarette Introduced

In June 2015, the Juul electronic cigarette was introduced by Pax Labs.

2015: Juul Receives Patent for Nicotine Salt Preparation

In 2015, Juul received a US patent for its nicotine salt preparation.

2015: Juul's Online Marketing

In 2015, Juul spent $2.2 million on marketing, with $1 million going to online marketing.

2015: Concerns Regarding Juul's Youthful Advertising

In 2015, concerns were voiced regarding the youth of men and women portrayed in Juul's advertising, particularly in combination with the design.

2016: Juul's Online Marketing

In 2016, Juul spent $2.2 million on marketing, with $1 million going to online marketing.

2016: Sales of Juul Increased 700%

In 2016, sales of Juul increased 700%.

July 2017: Juul Labs Spun Out of PAX Labs

In July 2017, Juul Labs was spun out of PAX Labs as an independent company, and Tyler Goldman was named CEO.

September 2017: Juul's Company Growth

In September 2017, Juul's company grew to 200 employees.

December 2017: Kevin Burns Replaces Tyler Goldman as CEO

In December 2017, Kevin Burns replaced Tyler Goldman as the CEO of Juul Labs.

2017: Juul Gains Popularity

By the end of 2017, Juul became the most popular e-cigarette in the United States following a large social media marketing campaign.

2017: Juul's Revenue in 2017

Juul's revenue in 2017 was approximately $245 million.

April 2018: FDA Commissioner on Juul's Nicotine Content

In April 2018, FDA Commissioner Dr. Scott Gottlieb stated that the nicotine in Juul is sufficient to result in addiction and can rewire an adolescent's brain, leading to years of addiction.

April 2018: Survey Reveals Juul's Inability to Prevent Online Sales to Minors

In April 2018, a Truth Initiative survey showed that 89% of adolescents succeeded in buying Juul online, despite Juul's efforts to remove posts advertising to youths. FDA commissioner Gottlieb stated that Juul's efforts "didn't have the intended impact."

April 2018: Juul Responds to FDA Concerns

In April 2018, following FDA commissioner Dr. Scott Gottlieb's concerns about youth appeal and high nicotine content, Juul Labs announced they would spend $30 million to keep Juul out of the hands of young people and support raising the minimum age for vaping products from 18 to 21.

April 2018: Martha Coakley Joins Juul

In April 2018, former Massachusetts Attorney General Martha Coakley joined Juul to coordinate lobbying efforts and advocate against underage usage.

April 2018: FDA Requests Documents from Juul Labs

In April 2018, the FDA requested Juul Labs to submit documents to understand the high rates of youth usage and appeal of their products, including design, marketing, and safety information. The FDA also requested that eBay remove Juul product listings, which eBay complied with.

May 2018: Juul Started Selling in Israel

In May 2018, Juul started selling in Israel, which did not regulate e-cigarettes at the time.

May 2018: Truth Initiative Survey on Juul Acquisition

In May 2018, a Truth Initiative survey found that 74% of Juul users ages 12–17 obtained their Juul device from a brick and mortar store, 52% from a friend or family member, and 6% online.

June 2018: Juul Raises $1.2 Billion

In June 2018, Juul reportedly raised $1.2 billion in a financing round.

July 2018: Juul Labs Ranked Sixth-Most Valuable US Startup

According to Dow Jones VentureSource, in July 2018, Juul Labs was the sixth-most valuable US startup, behind Uber and Airbnb.

July 2018: Juul Announced Launch in the United Kingdom

In July 2018, Juul announced it would launch in the United Kingdom. The UK was chosen as an early launch market as it had the world's most supportive government when it came to encouraging smokers to vape.

July 2018: Juul's Valuation Increases

In July 2018, Juul raised $650 million, resulting in a valuation of $15 billion.

August 2018: Israel Banned Juul Products

In August 2018, Israel banned Juul's products, citing public health concerns. Prime Minister Benjamin Netanyahu placed a complete ban on Juul because it delivers nearly three times Israel's recommended amount of 20 mg/ml of nicotine.

August 2018: Juul Introduced Products in Canada

In August 2018, Juul introduced its products in Canada, starting with an online launch before introducing them to vape shops, gas stations, and convenience stores in early September.

August 2018: Juul Introduces 3% Pods

In August 2018, Juul introduced pods in 3 percent strengths for its mint and Virginia tobacco flavors.

August 2018: Lawsuits Allege Inappropriate Marketing and Addictiveness

In August 2018, it was revealed that individual suits for damages caused by injury and wrongful death allege that Juul products were addictive, inappropriately marketed as safe, and sold online to minors. Juul did not place nicotine warnings on its products until this time, according to one complaint.

September 2018: Juul Implemented New Marketing Code

In September 2018, Juul implemented a new marketing code to avoid the appearance of targeting youth. Changes included only showcasing former smokers age 35 or older in ads, no longer featuring models on social media, removing social media accounts that marketed online, and adding the label "the alternative for adult smokers" to its packaging and many of its ads.

September 2018: FDA's Actions Against Juul and Other E-cigarette Brands

In September 2018, the FDA gave Juul Labs and other major e-cigarette brands 60 days to address youth usage, threatening to remove flavored products if they failed to comply. The FDA also sent warning letters to stores selling e-cigarettes to minors and issued fines.

September 2018: FDA Inspection of Juul Headquarters

In late September 2018, the FDA conducted an unannounced inspection of Juul headquarters to gather information on the company's marketing methods, seizing thousands of pages of documents. Shares of Big Tobacco companies rose following the news.

October 2018: Study Finds High Juul Usage Among Teenagers

An October 2018 study found that a significant percentage of teenagers and young adults in America use Juul.

October 2018: Juul Acquires VMR Products LLC

In October 2018, Juul Labs, Inc. acquired VMR Products LLC, the parent company of V2 e-cigarettes, for $75 million.

October 2018: Age-Verification Policy Changes

In October 2018, Juul changed its age-verification policies in response to FDA pressure, with employees manually checking drivers licenses against public records for exact matches, rejecting anyone under 21 but also rejecting or deterring many adults.

October 2018: Juul Files Complaint over Counterfeit Products

In early-October 2018, Juul Labs filed a complaint with the U.S. International Trade Commission (ITC) over counterfeit products manufactured by companies in the United States and China that Juul Labs says infringed on its US patents.

November 13, 2018: Juul Discontinues Select Flavored Pods Amidst FDA Investigation

On November 13, 2018, Juul announced it would stop accepting retail orders for mango, fruit, creme, and cucumber Juul pods in compliance with the FDA's investigation. They also announced they would shut down their Facebook and Instagram accounts in the U.S. that promote the use of flavored pods.

November 2018: Juul Shuts Down Social Media Accounts

As of November 2018, Juul shut down their social media accounts in response to the FDA crackdown.

November 2018: Juul Discontinues Flavored Pods

In November 2018, Juul discontinued all flavored pods to prevent the increase in teen usage.

December 20, 2018: Altria Acquires Stake in Juul Labs

On December 20, 2018, Altria acquired a 35% stake in Juul Labs for $12.8 billion, providing Juul employees with a $2 billion bonus.

2018: Correlation Between Juul's Social Media and Retail Sales

A 2018 study found that "Juul's social media activities were highly correlated with Juul retail sales."

2018: Juul Accounts for Over 70% of US E-Cigarette Market

In 2018, Juul accounted for over 70% of the US e-cigarette market as monitored by Nielsen.

2018: Concerns Raised about Juul's Risk Perception

In 2018, Matt Myers, president of Campaign for Tobacco-Free Kids, stated that Juul's design "misleads about risk" of addiction.

2018: Increasing Rates of Juul Addiction in Teenagers

In late 2018, news reports noted increasing rates of Juul addiction in teenagers, which negatively impacts brain development and relationships.

2018: Adolescent E-cigarette Use Increases

The National Drug Trends of 2018 revealed increasing adolescent use of e-cigarettes, including Juul.

January 2019: Juul Announced $10 Million Advertising Campaign

In January 2019, Juul announced a $10 million advertising campaign for cable television and radio, targeting current adult smokers in an attempt to rebrand Juul as a switching product.

January 2019: Juul Announced Plans for Launch in India

In January 2019, Juul announced plans for a launch in India. In response, the Ministry of Health and Family Welfare called for the device to be banned from India.

January 18, 2019: FDA Public Hearing on Youth Vaping Cessation

On January 18, 2019, the FDA scheduled a public hearing on youth vaping cessation due to concerns about Juul addiction in teenagers and the lack of vaping cessation treatments for adolescents.

February 2019: Disagreement Over Selling Year-Old Pods

In February 2019, Siddharth Breja disagreed with selling pods that were close to a year old, leading to a controversial remark allegedly made by then Juul CEO Kevin Burns.

March 2019: Breja's Termination After Raising Concerns

In March 2019, Siddharth Breja was allegedly terminated from his role as senior vice president of global finance for Juul, a week after he voiced his concerns about Juul's contaminated products.

March 2019: Juul Pitched Itself to Employers and Insurers

In March 2019, it was reported that Juul was pitching itself to employers and insurers to help their employees stop smoking cigarettes as part of its "enterprise marketing".

May 2019: Juul Launched in South Korea and Ireland

In May 2019, Juul launched in South Korea and Ireland.

June 2, 2019: Juul's Sponsorship of California Democratic Party Conference

On June 2, 2019, Juul was a corporate sponsor of the California Democratic Party Conference, which drew criticism due to the display of the company's logo during Nancy Pelosi's speech.

June 13, 2019: US House Launches Investigation

On June 13, 2019, the United States House of Representatives launched an investigation into Juul Labs.

June 2019: Juul Launched in Ukraine and Announced Plans for Philippine Market

In June 2019, Juul launched in Ukraine and announced plans for their products to be available in the Philippine market.

June 2019: San Francisco Bans E-Cigarette Sales

In June 2019, San Francisco passed legislation banning the sale of e-cigarettes online as well as offline and prevented e-cigarette manufacturers from occupying city-owned property. Proponents said the bill warned Juul they were not wanted in the city.

July 2019: Promotion of Juul as Smoking Cessation to Kids

In July 2019, Juul spent thousands of dollars to promote Juul as a smoking cessation to kids in schools, making false claims about it being "completely safe" and presenting opportunities for teens to become influencers for the company.

August 2019: Juul Considers Deposit System for Pods

In August 2019, Juul Labs explored an option similar to a deposit system for Juul pods to reduce marine pollution.

September 9, 2019: FDA Warned Juul to Stop Deceptive Marketing

On September 9, 2019, the US FDA warned Juul to stop its deceptive marketing practices.

September 2019: Potential Ban on Flavored E-Cigarettes Announced

In September 2019, President Donald Trump announced a potential ban on a majority of flavored e-cigarettes with the exception of menthol.

September 25, 2019: Kevin Burns Steps Down as CEO

On September 25, 2019, Kevin Burns stepped down as CEO of Juul and was replaced by K.C. Crosthwaite.

September 29, 2019: Juul Labs Sponsored Event at Conservative Party Conference

On September 29, 2019, Juul Labs sponsored a reception in celebration of the Conservative Party's bright new thinkers at the Conservative Party Conference.

September 30, 2019: Juul Withdraws Support for Proposition C

On September 30, 2019, Juul announced it would no longer actively support Proposition C, which aimed to rescind the ban on flavored e-cigarettes in San Francisco.

October 1, 2019: Juul's Astroturfing Campaign: The Switch Network

On October 1, 2019, reports surfaced that Juul created an astroturfing campaign called the Switch Network. This campaign aimed to recruit consumers to protest against restrictions that Juul deemed "unfair and misguided" through actions like signing petitions and contacting officials.

October 2019: Restrictions on Juul's Marketing Approaches in the UK

In October 2019, Juul's marketing approaches to youth in the UK were restricted after a settlement was reached with the Center for Environmental Health.

October 2019: Lawsuit Filed by Former Juul Executive

In October 2019, a lawsuit was filed by Siddharth Breja, the former senior vice president of global finance for Juul, alleging he was fired after voicing concerns regarding Juul's contaminated products.

October 2019: Federal Lawsuits Consolidated into Multidistrict Litigation

In October 2019, all federal lawsuits against Juul, which included over 2,300 personal injury, government entity, tribal, and class action cases, were consolidated into a multidistrict litigation in the Northern District of California before Judge William Orrick III.

October 17, 2019: Juul Agrees to Changes in Advertising Practices

On October 17, 2019, Juul agreed to make changes to its youth advertising practices as part of a settlement with the Center for Environmental Health. The agreement establishes the right for the Center for Environmental Health to sue Juul if they violate any portion of the agreement.

October 31, 2019: Altria Writes Down Juul Investment

On October 31, 2019, Altria announced that it was writing down $4.5 billion of its investment in Juul.

November 2019: Juul Discontinued Flavored Pods in the US

In November 2019, Juul discontinued its mango, creme, fruit and cucumber flavors that were sold through its online store. The tobacco, mint and menthol flavors would remain for sale. In November 2019 Juul announced they would discontinue selling mint flavored pods in the US.

2019: Rivals Picked Up Juul's Market Share

During 2019, Juul's falling market share was picked up by rivals Blu, NJOY, Vuse and Logic.

2019: Unknown Effects of Vaping and Cytotoxicity Study

In 2019, Burns from Juul said that the effect of vaping on Juul users, including minors, is unknown. A 2019 study found Juul pods were the only product to demonstrate in vitro cytotoxicity from both nicotine and flavor chemical content.

2019: Nicotine Arms Race

In 2019, Robert Jackler stated that Juul's high-nicotine e-cigarettes triggered a "nicotine arms race" amongst competitive companies seeking to emulate Juul's success.

2019: Juul Spokesperson Claims Products are 'Totally Safe'

In 2019, a student testified at a Congressional hearing that a Juul spokesperson purportedly told high school students that its products are "totally safe".

January 25, 2020: Executives Leave Juul

On January 25, 2020, Grant Winterton and Ken Bishop left Juul as part of cost-cutting measures.

February 2020: Evidence of Juul's Targeted Advertising

In February 2020, evidence revealed that Juul bought ad space on media popular with middle and high school students.

February 2020: Massachusetts AG Reveals Juul's Ad Buys

In February 2020, the Massachusetts Attorney General's office revealed that Juul bought ad space on Seventeen magazine, Nickelodeon and the Nick Jr. Channel, and on 15 homework and game sites for middle school and high school students, including CoolMathGames.com.

February 25, 2020: Multi-State Investigation into Juul's Marketing and Sales Practices

On February 25, 2020, it was announced that 39 U.S. states were investigating Juul's marketing and sales of vaping products, focusing on whether the company targeted youths and made misleading claims about nicotine content.

March 2020: James Monsees to Step Down

In March 2020, it was reported that James Monsees was planning to step down from his role at Juul.

May 2020: Juul Exited Europe and Middle East Market

Due to low overall sales, Juul announced in May 2020 that it would exit the market in Austria, Belgium, Portugal, France, and Spain.

July 2020: Juul's Market Share Falls to 42%

By July 2020, Juul's market share fell to 42%.

November 2020: Juul to Exit Ireland

In November 2020 Juul announced it will also exit Ireland.

July 2021: Juul Stopped Selling in Ukraine

In July 2021, Juul stopped selling in Ukraine in protest to changes in tax regarding e-liquids.

2021: Juul Funds Studies on Smoking Cessation

In 2021, Juul paid $51,000 to devote the entire May/June issue American Journal of Health Behavior to publishing 11 studies that it funded to show its products helped smokers quit.

March 2022: Juul's Market Share Falls to 36%

By March 2022, Juul's market share fell further to 36%.

September 2022: Juul Settles for $438.5M After Investigation into Marketing Practices

In September 2022, Juul had to pay $438.5M as a settlement after a two-year-long investigation into the company's marketing and sales practices aimed at teenagers and minors. As part of the deal, Juul agreed to stop using people under 35 years in their advertisements.

December 2022: Juul Agrees to $1.2 Billion Settlement in Youth-Vaping Lawsuits

In December 2022, Juul agreed to pay $1.2 billion to settle about 10,000 lawsuits claiming the company as a major cause for the youth-vaping epidemic in the U.S.

April 2023: Juul to Pay $462 Million to Settle False Marketing Claims

In April 2023, Juul Labs announced its decision to pay $462 million (£372 million) to settle legal claims over false marketing aimed at enticing young buyers. These claims were brought forth by six US states: California, Colorado, Illinois, Massachusetts, New Mexico, and New York.