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The Rise and Fall of Juul
Even if you’ve never taken a puff from a vape in your life, you know about Juul. At the company’s peak in 2018, its e-cigarette was one of the most recognizable consumer devices on the planet, and Juul Labs was worth $38 billion. Just a few short years later, after being squeezed by government regulators and prohibition-minded anti-tobacco advocates, Juul’s valuation plummeted and its market share vaporized.
The story of Juul—and its thousands of imitators—is outlined in Backfired: The Vaping Wars, a new nine-part podcast from Prologue Projects. The show traces the history of e-cigarettes…
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