Juul Labs, Inc., an American electronic cigarette company established in 2017 as a spin-off from Pax Labs, is known for its product, the Juul electronic cigarette. This device vaporizes nicotine salts extracted from tobacco, which are contained in disposable cartridges.
1975: Start of Long-Term Drug Trend Study
A study tracking drug trends began in 1975, providing valuable data for researchers and policymakers.
2005: Founders Develop Ploom E-Cigarette
Adam Bowen and James Monsees, former cigarette smokers, crossed paths as graduate students in product design at Stanford University in 2005. During this time, they collaborated on developing an e-cigarette called Ploom, laying the groundwork for their future endeavors.
2007: Founders Start Ploom Business
In 2007, Bowen and Monsees took their innovation a step further by establishing a business named Ploom, capitalizing on the e-cigarette they had developed.
July 2014: VMR Products Recognized as Leading Online E-Cigarette Seller
In July 2014, Time magazine acknowledged VMR Products as a prominent player in the e-cigarette market, referring to the company as "the market leader in online sales of e-cigs."
February 2015: Financial Times Highlights VMR Products as Largest Online E-Cigarette Seller
The Financial Times published an article in February 2015 that recognized VMR Products as the "largest online seller of e-cigarettes in the world" at that time.
May 22, 2015: Juul Labs is Founded
Juul Labs, Inc. was formally established on May 22, 2015, marking a pivotal moment in the company's history.
June 2015: Juul E-Cigarette Introduced
Pax Labs unveiled the Juul electronic cigarette in June 2015, introducing the product to the market.
2015: Stanford Study Highlights Misconceptions About E-Cigarettes
A 2015 Stanford University study revealed that some adolescents believed e-cigarettes did not contain nicotine, highlighting a lack of awareness about the potential risks associated with these devices.
2015: Concerns Raised About Juul's Marketing Targeting Youth
Concerns emerged in 2015 regarding Juul's advertising, particularly its portrayal of young individuals, prompting criticism from organizations like the Campaign for Tobacco-Free Kids.
2015: Juul's Early Marketing Expenditures
Juul spent $2.2 million on marketing in 2015 and 2016, with a significant portion allocated to online marketing.
2015: Juul Patents Nicotine Salt Preparation
Juul was granted a U.S. patent in 2015 for its innovative nicotine salt preparation. This patent protected the company's intellectual property related to its use of nicotine salts in e-cigarettes.
2016: Juul's Early Marketing Expenditures
Juul spent $2.2 million on marketing in 2015 and 2016, with a significant portion allocated to online marketing.
2016: CDC and FDA Study Links Flavors to Youth E-Cigarette Use
A 2016 study by the CDC and FDA identified flavored e-cigarettes as a significant factor contributing to their use among middle and high school students, prompting discussions about the need for flavor regulations.
2016: PAX Labs CEO Acknowledges Juul Should Not Be Used by Minors
In 2016, former PAX Labs CEO, Goldman, publicly stated that Juul and other nicotine products should not be used by individuals under the legal age, aligning with the U.S. Surgeon General's stance.
2016: Juul Sales Skyrocket
Juul experienced a dramatic increase in sales in 2016, with a 700% surge.
July 2017: Juul Labs Becomes Independent, Tyler Goldman Appointed CEO
In July 2017, Juul Labs underwent a significant transition, becoming an independent entity after separating from PAX Labs. Tyler Goldman, who had served as the CEO of PAX Labs, was appointed as the CEO of Juul following the spin-off.
September 2017: Juul Experiences Rapid Employee Growth
Juul underwent substantial growth in its workforce, expanding from 200 employees in September 2017 to 1,500 by the end of 2018. This significant increase in personnel reflected the company's rapid expansion and market dominance.
December 2017: Kevin Burns Succeeds Tyler Goldman as CEO
Kevin Burns took on the role of CEO at Juul in December 2017, succeeding Tyler Goldman.
2017: Vaping Rates Begin to Rise Significantly
The percentage of 12th and 10th grade students who reported vaping nicotine doubled from 2017 to 2018.
2017: Juul's Popularity Soars, Raising Public Health Concerns
By the end of 2017, Juul emerged as the leading e-cigarette brand in the United States, propelled by a successful social media marketing strategy. However, this widespread popularity, particularly among young people, sparked growing concerns within the public health community.
2017: Juul Experiences Significant Revenue Growth
Juul's revenue surged to $1 billion in 2018, a significant increase from approximately $245 million in 2017.
2017: Juul Labs Spun Off From Pax Labs
Juul Labs was established as a separate company from Pax Labs in 2017. It focuses on the production of the Juul e-cigarette, a device that vaporizes nicotine salts derived from tobacco contained in disposable cartridges.
2017: Truth Initiative Survey Finds Lack of Nicotine Awareness Among Juul Users
A 2017 Truth Initiative survey found that a significant percentage of teenagers and young adults were unaware that Juul products always contain nicotine, emphasizing the need for better education and public health campaigns regarding e-cigarettes.
April 2018: Martha Coakley Joins Juul, Raising Ethical Concerns
In April 2018, Martha Coakley, the former Attorney General of Massachusetts, joined Juul's government affairs team. Her role involved coordinating lobbying efforts for the company's products while advocating against underage usage. However, Coakley's decision to work for Juul drew criticism and raised ethical concerns. Critics pointed to her previous position as attorney general and Juul's alleged marketing practices targeting youth as potential conflicts of interest.
April 2018: FDA Requests Documents from Juul Labs
In April 2018, the US FDA requested Juul Labs to turn over documents to better understand the high rates of youth use and the appeal of Juul products to younger demographics. The request included documents about the design, marketing, and safety of the products.
April 2018: FDA Commissioner Raises Concerns About Juul's Addictive Potential
In April 2018, FDA Commissioner Dr. Scott Gottlieb expressed concerns about the addictive nature of Juul's nicotine content, particularly its impact on youth.
April 2018: Juul Announces $30 Million Campaign to Prevent Youth Use
In April 2018, Juul Labs announced they would spend $30 million on a campaign to prevent youth use of their products and support raising the minimum age for vaping products from 18 to 21.
April 2018: Juul Collaborates with FDA and Social Media Patrol
In April 2018, Juul Labs stated they would work proactively with the FDA and announced efforts to patrol social media for youth-targeted advertising. They also supported raising the minimum age for vaping products.
May 2018: Juul Launches in Israel
Juul entered the Israeli market in May 2018, a country that lacked regulations on e-cigarettes at the time.
May 2018: Truth Initiative Survey Investigates Youth Access to Juul
A May 2018 Truth Initiative survey revealed that a majority of young Juul users obtained their devices from physical stores, friends, or family members, highlighting the challenges of preventing youth access.
June 2018: Juul Raises $1.2 Billion, Valuation Exceeds $16 Billion
In June 2018, Juul successfully raised $1.2 billion in a financing round, resulting in a valuation of over $16 billion for the company.
July 2018: Juul Raises $650 Million, Valuation Soars to $15 Billion
Juul secured a substantial $650 million investment in July 2018, propelling its valuation to an impressive $15 billion. This funding round highlighted the company's strong financial position and growth trajectory.
July 2018: Juul Launches in the United Kingdom
Juul expanded its operations to the United Kingdom in July 2018, launching with slightly modified flavor names and lower nicotine strengths to comply with UK regulations.
July 2018: Juul Ranks Among Top US Startups
Juul Labs was recognized as the sixth-most valuable US startup in July 2018, according to Dow Jones VentureSource.
July 2018: Juul's Manufacturing Operations
As of July 2018, Juul had established its manufacturing operations for the Juul e-cigarette in Shenzhen, China. Meanwhile, the production of the pods, often referred to as "vape juice," took place in the United States.
August 2018: Israel Bans Juul Products
Israel implemented a ban on Juul's products in August 2018, citing public health concerns related to high nicotine content.
August 2018: Juul Introduces Lower-Nicotine Pods
In August 2018, Juul introduced pods with a 3% nicotine strength in mint and Virginia tobacco flavors, equivalent to 30 mg/ml, to provide an alternative to their higher-strength offerings.
August 2018: Juul Begins Placing Nicotine Warnings on Products
Juul began placing nicotine warnings on its products in August 2018 following complaints that the company did not adequately inform consumers about the addictive nature of their products.
August 2018: Juul Launches in Canada
Juul entered the Canadian market in August 2018, initially through an online launch followed by distribution in vape shops, gas stations, and convenience stores.
September 2018: FDA Issues Ultimatum to Juul and Other E-Cigarette Brands
In September 2018, the FDA issued an ultimatum to Juul and other major e-cigarette brands, giving them 60 days to address widespread youth use of their products or face removal of flavored products from the market.
September 2018: FDA Inspects Juul Headquarters
In late September 2018, the FDA conducted an unannounced inspection of Juul's headquarters, seizing thousands of pages of documents on the company's marketing practices.
September 2018: Juul Implements New Marketing Code
In September 2018, Juul implemented a new marketing code aimed at avoiding the appearance of targeting youth. The changes included showcasing only former smokers aged 35 or older in ads, ceasing the use of models on social media, removing social media accounts, and adding the label "the alternative for adult smokers" to its packaging and ads.
September 2018: Juul Dominates the U.S. E-cigarette Market
By September 2018, Juul had captured a commanding 72% share of the U.S. e-cigarette market. This rapid ascent was fueled in part by aggressive social media marketing campaigns.
October 2018: Juul Implements Stricter Age-Verification Policies
In October 2018, Juul implemented stricter age-verification measures for online purchases, requiring manual checks of driver's licenses against public records, in response to pressure from the FDA to curb underage sales.
October 2018: Study Reveals High Juul Usage Among Teenagers
A study conducted in October 2018 revealed that Juul usage was significantly higher among teenagers aged 15-17 and young adults aged 18-21, raising concerns about a potential reversal in long-term declines in youth nicotine use.
October 2018: Juul Takes Action Against Counterfeit Products
Juul Labs filed a complaint with the U.S. International Trade Commission (ITC) in early-October 2018, targeting counterfeit products infringing on its patents.
October 2018: Juul Acquires VMR Products, Parent Company of V2 E-Cigarettes
Juul Labs, Inc. made a strategic acquisition in October 2018 by purchasing VMR Products, the parent company of V2 e-cigarettes, for $75 million.
November 2018: Juul Shuts Down Social Media Accounts
Following FDA scrutiny and public criticism, Juul shut down its social media accounts in November 2018 in an attempt to mitigate concerns about their marketing practices and youth appeal.
November 2018: Juul Discontinues Flavored Pods
In November 2018, Juul discontinued all flavored pods to address the growing concerns about their appeal to teenagers and the role of flavors in youth vaping.
December 20, 2018: Altria Acquires a 35% Stake in Juul Labs
In a significant move on December 20, 2018, Altria, formerly known as Philip Morris Companies, invested $12.8 billion to acquire a 35% stake in Juul Labs. This strategic investment reflected the growing prominence of Juul in the e-cigarette market.
2018: National Drug Trends Show Increase in Teen Vaping
The National Drug Trends of 2018 revealed a significant increase in vaping among adolescents, particularly from 2017 to 2018, potentially due to the lack of educational programs about the risks associated with vaping devices.
2018: Juul Dominates the US E-cigarette Market
Juul achieved a dominant position in the US e-cigarette market in 2018, capturing over 70% of the market share.
2018: Juul Agrees to Pull Flavored Cartridges
In response to an FDA investigation in 2018, Juul agreed to remove certain flavored cartridges from the market. This move was aimed at addressing concerns about the potential appeal of these flavors to underage users.
2018: Juul Addiction Among Teenagers Raises Concerns
In late 2018, news reports highlighted the increasing rates of Juul addiction among teenagers, raising concerns about the impact on brain development and relationships.
2018: Campaign for Tobacco-Free Kids Criticizes Juul's Design
In 2018, Matt Myers, president of the Campaign for Tobacco-Free Kids, criticized Juul's design, claiming it misrepresented the potential risks of nicotine addiction, particularly for young people.
2018: Study Highlights Correlation Between Juul's Social Media Activity and Sales
A 2018 study revealed a strong correlation between Juul's social media marketing efforts and its retail sales, suggesting the effectiveness of its online campaigns.
2018: Juul Launches in Russia
Juul entered the Russian market in late 2018.
January 2019: Juul Announces $10 Million Advertising Campaign
In January 2019, Juul announced a $10 million advertising campaign targeting current adult smokers via cable television and radio, in an effort to rebrand itself as a product for switching from traditional cigarettes.
January 2019: Juul Faces Challenges in India Launch
Juul's plans to launch in India in January 2019 were met with opposition from the Ministry of Health and Family Welfare, which raised concerns about potential interference with anti-tobacco programs.
January 18, 2019: FDA Schedules Public Hearing on Youth Vaping Cessation
In response to growing concerns about Juul addiction among teenagers, the FDA scheduled a public hearing on youth vaping cessation for January 18, 2019.
February 2019: Juul Files Lawsuits for Trademark Infringement
Juul initiated legal action against several companies in February 2019, alleging trademark infringement, including the unauthorized use of a cartoon logo called "Juul Monster".
February 2019: Siddharth Breja Raises Concerns Over Juul's Product Quality
In February 2019, Siddharth Breja disagreed with Juul's decision to sell pods that were close to a year old, raising concerns about the company's product quality.
March 2019: Juul Pitches Itself to Employers and Insurers
In March 2019, it was reported that Juul was pitching itself to employers and insurers to help employees quit smoking. The "enterprise marketing" initiative included offering discounted products and support such as coaching and educational materials.
March 2019: Siddharth Breja Fired From Juul
Siddharth Breja was fired from his position as senior vice president of global finance for Juul in March 2019, a week after he raised concerns about the company's sale of nearly year-old pods.
May 2019: Juul Launches in South Korea and Ireland
Juul continued its global expansion in May 2019, launching its products in South Korea and Ireland.
June 2, 2019: Juul Sponsors California Democratic Party Conference
Juul was one of the corporate sponsors of the California Democratic Party Conference from May 31 through June 2, 2019, drawing criticism from politicians and public health officials. The company's logo was prominently displayed during a speech by Nancy Pelosi.
June 13, 2019: U.S. House of Representatives Investigates Juul Labs
On June 13, 2019, the United States House of Representatives launched an investigation into Juul Labs. The investigation focused on various aspects of the company's operations, including its business deal with Altria, social media and advertising practices, and communications strategies. Leading the investigation was Illinois Representative Raja Krishnamoorthi, the chairman of the Oversight Subcommittee on Economic and Consumer Policy.
June 2019: San Francisco Bans Online and Offline E-Cigarette Sales
In June 2019, the City of San Francisco passed legislation banning all e-cigarette sales, both online and in physical stores. The legislation also prevented e-cigarette companies from occupying city-owned property.
June 2019: Juul Announces Plans for Philippine Market Entry
Juul announced its intention to enter the Philippine market in June 2019, expanding its reach in Southeast Asia.
June 2019: Juul Launches in Ukraine
Juul further expanded its presence in Europe in June 2019 by launching in Ukraine.
July 2019: Juul's Youth-Targeted Marketing Practices Exposed
In July 2019, reports revealed that Juul spent thousands of dollars promoting their products as a smoking cessation tool to children in schools, including making false claims about their safety, which raised serious ethical concerns.
August 2019: Juul Explores Pod Deposit System
In August 2019, Juul Labs explored a deposit system for used pods to address concerns about marine pollution, reflecting their commitment to environmental responsibility.
September 9, 2019: FDA Warns Juul About Deceptive Marketing Practices
On September 9, 2019, the US FDA warned Juul to stop its deceptive marketing practices.
September 2019: Trump Announces Potential Ban on Flavored E-Cigarettes
In September 2019, President Donald Trump announced a potential ban on most flavored e-cigarettes, excluding menthol.
September 25, 2019: Kevin Burns Steps Down as CEO, K.C. Crosthwaite Takes Over
On September 25, 2019, Kevin Burns announced his resignation as CEO of Juul. K.C. Crosthwaite, who previously held the position of Chief Growth Officer at Altria, was appointed as Burns's successor.
September 29, 2019: Juul Sponsors Event at Conservative Party Conference
Juul Labs sponsored a reception celebrating the Conservative Party's bright new thinkers on September 29, 2019, at the Conservative Party Conference in the UK.
September 30, 2019: Juul Stops Support for Proposition C in San Francisco
On September 30, 2019, Juul announced it would no longer support Proposition C, which aimed to overturn San Francisco's ban on flavored e-cigarettes.
October 1, 2019: Juul Sets Up Astroturfing Campaign
On October 1, 2019, it was reported that Juul had established an astroturfing campaign called the Switch Network, aimed at recruiting consumers to protest what Juul described as "unfair and misguided" restrictions.
October 2019: Federal Lawsuits Against Juul Consolidated
In October 2019, all federal lawsuits against Juul were consolidated into a multidistrict litigation in the Northern District of California.
October 2019: Former Juul Executive Siddharth Breja Files Lawsuit
Siddharth Breja, former senior vice president of global finance for Juul, filed a lawsuit against the company in October 2019 alleging he was fired for voicing concerns about contaminated products.
October 2019: Juul's Marketing Restricted in UK
Juul's marketing approaches to youth in the UK were restricted in October 2019 following a settlement with the Center for Environmental Health.
October 2019: Juul Announces Layoffs and Executive Departures
Juul revealed plans to lay off approximately 500 employees by the end of 2019. Additionally, several executives left the company, including Chief Financial Officer Tim Danaher, Chief Administrative Officer Ashley Gould, Chief Marketing Officer Craig Brommers, and Senior Vice President of advanced technologies David Foster.
October 17, 2019: Juul Agrees to Changes in Youth Advertising Practices
On October 17, 2019, Juul agreed to alter its youth advertising practices as part of a settlement with the Center for Environmental Health. This legally binding agreement allows the Center to sue Juul if any part of the agreement is violated.
October 31, 2019: Altria Writes Down $4.5 Billion Investment in Juul
In a significant financial development, Altria announced on October 31, 2019, that it would be writing down $4.5 billion of its investment in Juul.
November 2019: Juul Discontinues Mint Flavored Pods in the US
In November 2019, Juul announced it would discontinue selling mint-flavored pods in the US.
2019: Juul Settles with Center for Environmental Health Over Marketing Practices
Juul reached a settlement with the Center for Environmental Health in 2019, under which the company agreed to implement changes in its marketing strategies. The settlement required Juul to scale back its marketing efforts and restrict them to audiences of appropriate age, addressing concerns about youth-targeted advertising.
2019: K.C. Crosthwaite Becomes CEO
K.C. Crosthwaite assumed the role of CEO at Juul in 2019, marking a change in leadership for the company.
2019: Study Finds Potential Cytotoxicity in Juul Pods
A 2019 study raised concerns about the potential health effects of Juul pods, finding that they were the only e-cigarette product tested to exhibit cytotoxicity in vitro, potentially linked to both nicotine and flavoring chemicals.
2019: Juul Launches Lower-Nicotine Products in Germany
At the beginning of 2019, Juul introduced products with a lower nicotine concentration of 1.7% in Germany.
2019: Juul Reduces Flavor Options
By late 2019, Juul had scaled back its flavor offerings from eight to a smaller selection, with mango being the most popular flavor during its availability.
2019: Allegations of Misleading Marketing Practices by Juul
During a Congressional hearing in 2019, a student testified that a Juul representative allegedly made misleading statements about the safety of their products to high school students.
2019: Concerns Raised About High Nicotine Content and Benzoic Acid in Juul Pods
In 2019, concerns were raised about the high nicotine content in Juul pods compared to other brands and the presence of benzoic acid, which, with constant exposure, could lead to adverse health effects.
2019: Juul Acquires San Francisco Building
Juul made a significant real estate purchase in 2019, acquiring a building in San Francisco for nearly $400 million. This investment in a physical presence in a prime location signaled the company's ambition and growth plans.
January 25, 2020: Juul Executives Depart Amid Cost-Cutting Measures
Juul announced the departure of two high-ranking executives, Grant Winterton and Ken Bishop, on January 25, 2020, as part of its efforts to reduce costs.
February 2020: Massachusetts Attorney General Reveals Juul's Youth-Targeted Advertising
In February 2020, the Massachusetts Attorney General's office revealed evidence of Juul's advertising practices, including buying ad space on platforms popular among teenagers, raising concerns about their marketing ethics and potential targeting of underage users.
February 2020: Evidence Reveals Juul's Advertising on Platforms Targeting Youth
In February 2020, the Massachusetts Attorney General's office uncovered evidence indicating that Juul purchased ad space on platforms frequented by youth, including Seventeen magazine, Nickelodeon, and online gaming sites, contradicting the company's claims of targeting adult smokers.
February 25, 2020: 39 US States Investigate Juul's Marketing and Sales
On February 25, 2020, it was announced that 39 U.S. states were investigating Juul for their marketing and sales of vaping products, specifically whether the company targeted youths and made misleading claims about the nicotine content in its devices.
March 2020: James Monsees Announces Departure from Juul
James Monsees, co-founder of Juul, revealed his plans to step down from his position at the company in March 2020. This decision included relinquishing his roles as an advisor and board member. Monsees's departure marked a significant shift in Juul's leadership team.
July 2020: Juul's Market Share Declines
Juul's market share in the US e-cigarette market fell to 42% by July 2020, down from its dominant position in 2018.
July 2020: Juul's Market Share Declines
By July 2020, Juul's market share had decreased to 42%, marking a decline from its peak.
October 2020: Altria Further Reduces Juul's Valuation
Altria continued to adjust its valuation of Juul, reducing it to approximately $10 billion in October 2020. This downward revision reflected the challenges faced by Juul in the evolving regulatory and market landscape.
March 2021: Altria Further Reduces Juul's Valuation to $4.3 Billion
Altria's valuation of Juul experienced a further decline, reaching $4.3 billion by March 2021. The continued downward trajectory underscored the ongoing challenges and uncertainties surrounding Juul's business.
2021: Juul Funds and Publishes Studies on Smoking Cessation, Raising Ethical Concerns
In 2021, Juul funded and published 11 studies in the American Journal of Health Behavior, aiming to demonstrate the effectiveness of its products in helping smokers quit. The move sparked debate about potential academic bias.
March 2022: Altria Further Reduces Juul's Valuation to $1.6 Billion
By March 2022, Altria had further decreased Juul's valuation to $1.6 billion, signaling the extent to which the company's prospects had diminished in the eyes of investors.
March 2022: Juul's Market Share Further Declines
Juul's market share continued to decline, reaching 36% by March 2022.
June 23, 2022: FDA Denies Authorization for Juul Sales, Followed by Court Block
The FDA took a decisive step on June 23, 2022, by denying authorization for Juul to continue selling its products in the U.S. Furthermore, the FDA issued Marketing Denial Orders, effectively banning all marketing and sales of Juul products. However, in a swift legal response, the U.S. Court of Appeals in Washington, D.C. blocked the FDA's order the following day.
July 2022: Altria's Valuation of Juul Plummets to $450 Million
In July 2022, Altria's valuation of Juul plummeted to a mere $450 million, representing a staggering decline to just 3.5% of its original valuation.
September 2022: Juul Pays $438.5 Million Settlement Over Marketing Practices
In September 2022, Juul agreed to pay $438.5 million to settle a two-year investigation into claims that the company's marketing and sales practices targeted teenagers. As part of the settlement, they agreed to stop using people under 35 in their advertisements.
September 2022: Juul's Market Share Further Declines
Juul's market share experienced a further reduction to 28% by September 2022, indicating a continued downward trend.
December 2022: Juul Agrees to $1.2 Billion Settlement for Youth-Vaping Lawsuits
In December 2022, Juul agreed to pay $1.2 billion to settle around 10,000 lawsuits that named the company as a leading cause of the youth-vaping epidemic in the U.S.
April 2023: Juul Labs to Pay $462 Million to Settle False Marketing Claims
In April 2023, Juul Labs announced they would pay $462 million over eight years to settle legal claims from six U.S. states over allegations of using false marketing to entice young buyers.