Startup Juul was launched in the USA in 2015, one of the first to start selling electronic cigarettes and replaceable cartridges with different flavors of its own design that was later composed as juul starter kit.
In 2018, a startup took up more than 75% of the US electronic cigarette market. The company began to actively expand, in the near future it plans to enter all European markets with the Juul starter kit, and also launched in some other countries.
Production Juul is engaged in the company PAX Labs (previously – Ploom), which was founded in 2007 by two graduate students at Stanford University – James Monsey and Adam Bowen. They believed that the tobacco industry, despite the size of the market, is very primitive: “A lot of people smoke, but little is being done what is innovative.”
In 2010, the company released PloomOne, a device that is similar to an electronic cigarette that used capsules filled with tobacco. It was not a success, because, according to the creators, “ahead of the time of electronic cigarettes.” In 2015, Japan Tobacco International bought the rights on Ploom.
In 2012, PAX Labs developed the first vaporizer Pax – a device for evaporation of tobacco, which after a few years and two iterations became the main device for consuming marijuana – The chill bud website called it the “gold standard”, and the journalist Gizmodo called Pax 2 “future smoking” .
On June 1, 2015, Pax announced the Juul starter kit with replaceable cartridges for 200 puffs that cannot be refilled. Each cartridge contains propylene glycol, glycerin, flavors, and a patented formulation – nicotine salts. There are no buttons on the device, it automatically heats up the liquid, to take a puff, just inhale the steam.
According to the company, nicotine salts are obtained from leaf tobacco – they create a mild taste, consumption does not leave a smell, a person does not inhale tobacco burning products, and nicotine enters the blood more quickly. The creators of Juul believe that it reduces the consumption of nicotine, and also helps to “improve the lives of a billion adult smokers.”