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Throwback Thursday: Juul – A Vapor Trail.

Derek Watson
Derek Watson

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Throwback Thursday: Juul - A Vapour Trail.

As we step back this Throwback Thursday, our focus shifts to Juul Labs, the e-cigarette titan that took the market by storm. Emanating from the innovative grounds of PAX Labs in 2015, Juul Labs embarked on a mission to provide a modern-day solution to the age-old problem of smoking. With a sleek design and a promising alternative to traditional cigarettes, Juul quickly captured the attention of adult smokers, amassing a significant user base. However, amidst a rising tide of regulatory scrutiny and a youth vaping epidemic, the initial shimmer of success dimmed. In this narrative, we’ll traverse the path of Juul’s founders, delve into the problem they sought to address, and unfold the series of events that navigated Juul through both calm and turbulent waters.

James Monsees

co-founder and CEO

James Monsees is one of the co-founders of Juul Labs. He holds a Master's degree in Product Design from Stanford University, where he first crossed paths with Adam Bowen, with whom he shared a common goal of creating a viable alternative to smoking. Monsees has a background in product design and development, embodying a blend of technical acumen and creative vision. Prior to Juul, he worked on various projects related to reducing the harm associated with smoking, which laid the groundwork for his later endeavors with Juul Labs.

Adam Bowe


Adam Bowen, alongside James Monsees, co-founded Juul Labs with the aspiration of rendering traditional cigarettes obsolete. Armed with a Master’s degree in Product Design from Stanford University, Bowen's journey into the e-cigarette industry was fueled by a combination of technical expertise and a passion for addressing public health concerns. Before Juul, his professional endeavors revolved around developing products and technologies aimed at harm reduction from smoking, thereby setting the stage for the creation of Juul Labs. His vision, like that of Monsees, was to leverage technology to provide a safer alternative to adult smokers.


In the heart of Silicon Valley, PAX Labs, renowned for its vaporization technologies, birthed a venture in 2015 that would soon take the e-cigarette market by storm. Spearheaded by James Monsees and Adam Bowen, Juul Labs spun out of PAX with a mission to obliterate traditional smoking. The spinoff symbolized a concentrated effort to tackle the smoking epidemic head-on with modern technology.

What problem did Juul set out to solve:

Juul set its sights on a clear yet ambitious goal – to provide a less harmful alternative to adult smokers keen on ditching traditional cigarettes. By harnessing cutting-edge vaporization technology, Juul embarked on a journey to mitigate the health risks associated with tobacco smoking.

Timeline of events:

2015: Juul Labs emerges as an independent entity from PAX Labs, introducing its hallmark e-cigarette to the market. 

2017: Juul’s valuation skyrockets to $10 billion, as its sleek vape pens captivate a substantial user base. 

2018: The high-profile investment of $12.8 billion from Altria Group catapults Juul’s valuation to $38 billion. 

2019: The tide turns as Juul faces a barrage of lawsuits and regulatory scrutiny amidst rising teen vaping concerns. 

2020: With bans on flavored pods and a tarnished reputation, Juul’s market standing and valuation plummet.

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 Investors: The initial success of Juul didn’t just catch the eye of consumers; it also drew in high-profile investors. The pinnacle of investment came in 2018 when Altria Group invested a staggering $12.8 billion, valuing Juul at $38 billion. Earlier backers included reputable names like Tiger Global Management and Fidelity Investments.

  1. Early Funding Rounds (up to 2018):

    • Juul Labs closed on the first $650 million of a $1.25 billion funding round, leading to a valuation of $15 billion​1​.
  2. 2018:

    • July 10: A Venture Round of $650 million led by Tiger Global Management​2​.
    • July 30: A Venture Round of $35.3 million, with no specified lead investor​2​.
    • December 21: Corporate Round of $12.8 billion with Altria Group as the lead investor, catapulting Juul’s valuation to $38 billion​3​​2​.
  3. 2019:

    • September 4: Debt Financing Round of $785.2 million, with no specified lead investor​2​.
  4. 2020:

    • February 6: Debt Financing Round of $721.6 million, with no specified lead investor​2​.
  5. 2022:

    • November 10: Venture Round, with Tao Capital Partners and Global Asset Capital as investors, the amount and valuation were not specified. This funding round was crucial for Juul to avoid bankruptcy according to news reports during that period​2​.
  6. Investors:

What worked and what didn't:

What Worked:

Minimalist Design:

  • Juul’s sleek, discreet design not only differentiated it from traditional cigarettes and other e-cigarettes but also appealed to modern aesthetics. The minimalist design made it easily portable and straightforward to use, enhancing user experience and acceptance.

Potent Nicotine Delivery:

  • The unique formulation of nicotine salts and efficient delivery system ensured a satisfying experience for smokers looking to switch. This potent nicotine delivery mirrored the sensation of smoking traditional cigarettes, thus facilitating a smoother transition for adult smokers.

Targeted Marketing:

  • Initially, Juul’s marketing campaigns effectively resonated with its target demographic of adult smokers. Through social media and other channels, Juul positioned itself as a modern and less harmful alternative to smoking. The marketing strategies helped Juul to rapidly gain market share and establish brand recognition.

What Didn’t Work:

Failure to Curb Youth Access:

  • Despite its intent to serve adult smokers, Juul became popular among youth. The failure to adequately control youth access resulted in widespread criticism, with many accusing Juul of fueling a new generation of nicotine addiction.

Public Outcry and Legal Entanglements:

  • The surge in youth vaping led to numerous lawsuits, investigations, and regulatory challenges. These legal entanglements not only tarnished Juul’s reputation but also strained its financial resources and distracted from its original mission.

Dip in Investor Confidence:

  • Amidst the escalating legal and regulatory hurdles, investor confidence waned. The ensuing dip in valuation and reduced investment signaled a shift in perception regarding Juul’s long-term viability and societal impact. This eroded trust further exacerbated Juul’s challenges in navigating the regulatory landscape and maintaining market dominance.

FDA and Ethical issues:

Juul’s promise of a safer smoking alternative found a murky ethical and regulatory waters with its surge among teenagers. Its “Get Vaporized” campaign, deviating from the adult smoker aid narrative, resonated with a younger audience, aided by youthful imagery, an array of flavors, and sleek design. This misalignment caught the FDA’s eye, ushering a regulatory tightening around e-cigarette public health impacts. Juul, responding to the critique, reaffirmed its underage usage prevention stance, pivoting its marketing to spotlight adult cessation testimonials. The ethical quandary underpinning Juul’s scenario is nuanced, navigating between utilitarian aims of adult smoker harm reduction and deontological obligations to thwart teen product misuse, elucidating a compelling case of ethics in modern market dynamics.

Conclusion and takeaway for Startup founders:

Juul’s tale is a profound lesson in the interplay of innovation, market capture, and societal impact. It beckons startup founders to not only strive for market disruption but to also embed a robust framework of regulatory compliance and ethical practices from the outset. The repercussions faced by Juul underscore the necessity of foresight in identifying and mitigating potential misuse, thereby ensuring a sustainable and favorable market trajectory.

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