Juul Users Prepare to Say Goodbye to Their Vape of Choice

After roughly 25 years of smoking cigarette, Tim Marchman wanted to quit. And yet he didn’t want to become what he calls “a vape guy,” the kind of person who spends hours shopping specialty shops from dozens of electronic nicotine delivery devices, many of them quite elaborate. So he settled on what struck him as the simplest option, Juul, a brand that was practically synonymous with vaping.

“Juul is the default,” Mr. Marchman, an editor at the Vice Media tech and science site Motherboard, said in an interview. “It’s just plug and play.”

Unlike some other e-cigarette brands, Juul was also widely available. “In the gas stations in the middle of nowhere, they have it,” Mr. Marchman said.

That is expected to change.

On Thursday, the Food and Drug Administration ordered Juul Labs to stop selling its devices in the United States, citing insufficient and conflicting data about potentially harmful chemicals that could leach out of Juul’s e-liquid pods. On Friday, a federal court granted a temporary reprieve to the company, allowing it to keep its e-cigarettes in stores, pending a legal review of the FDA order.

Like other converts, Mr. Marchman says he has no plans to go back to Robert, if it turns out he can no longer get his favored brand of e-cigarette. Still, he wonders how the FDA order could affect his habit.

“If I go out of the country, do I have to bring my vape juice with me?” said Mr. Marchman, who is 43 and lives in Philadelphia. “Where do I get it? I barely know where to get it in Philly. “

The FDA order followed years of criticism about possible adverse health effects of juul products and how it appealed to teens with a range of sweet flavors, including mango, crème brûlée and mint, and youth-oriented marketing campaigns.

The precursor company Juul Labs was started in 2007 by James Monsees and Adam Bowen, a pair of entrepreneurs who came up with an idea for a alternative to a smoke break during their time as graduate students at Stanford University. When Juuls were first sold in 2015, the brand surged in popularity, highlighting a vibrant ad campaign that showed young people smiling, laughing and striking poses beneath the word “Vaporized.”

By 2018, Juul had grown so popular that the brand name became a verb, with teens furiously “juuling” in high school classrooms and hallways. That same year, Altria, the parent company of Philip Morris, agreed to pay $ 13 billion for a 35 percent stake in Juul Labs.

Then came a spate of lawsuits filed by state attorneys general accusing the company of promoting nicotine addiction among teenagers through its ad campaigns. Juul ended up paying tens of millions of dollars to settle cases in 2019 and 2021. The company’s rise and fall, from the Silicon Valley success story to public health pariah, was chronicled in the 2021 documentary “Move Fast and Vape Things” by The New The York Times.

Although Juul lost its business after curtailed its wake up lawsuits, it remains one of the most visible and popular e-cigarette brands on the market. For Matthew Luther, 31, who lives in Detroit and repairs leather goods, the news of the possible ban was upsetting.

“I will definitely miss the Juuls,” Mr. Luther, 31, said. “I think they were better aesthetically. They are easy to toss in your pocket and they are refillable. “

Like others interviewed for this article, he said he appreciated the simple design of the Juul device, which resembles a flash drive. “The ban seems backward to me,” he said.

The FDA ruling arrives just as Mr. Luther had increased its use of Juul products. “I think it’s just life, stress, and I’ve been trying to quit smoking cigarettes,” he said.

Competitors to Juul, including Puff Bar, have grown in recent years. But for many, Juul is currently synonymous with vaping devices, as Kleenex is to tissues.

“When I think of e-cigs, I think of Juul,” said Jenny Mathison, who started using the brand in 2018. It was the only nicotine alternative she had found that allowed her to kick the Marlboro habit she had acquired in high school. , she added.

Ms. Mathison, 54, who lives in Rancho Mirage, Calif., And is a full-time caregiver to her disabled husband, said she would move to Vuse, a competing brand, if the FDA goes through.

For Mr. Marchman, the editor in Philadelphia, the FDA order, if it is upheld, could result in his turning into the very type he is long dreaded – a vape guy.

“I’m going to end up with some weird vaping rig that I don’t understand myself,” Mr. Marchman said. “I’m going to have to pick out a device, try different juices. It’s going to be a whole thing. “

Sandra E. Garcia contributed reporting.

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