JUUL 2: The Return – Vaping Giant Makes a Controversial Comeback

Once the poster child for America’s teen vaping epidemic, JUUL Labs has just made an unlikely comeback. In a move that has sparked controversy across the tobacco and public health sectors, the US Food and Drug Administration (FDA) has officially granted JUUL regulatory approval to sell its menthol-flavoured e-cigarettes — a major turning point for the embattled company.

Back in the mid-2010s, JUUL rose to dominance almost overnight. Their sleek, USB-style devices and a range of sweet, candy-like flavours were backed by glossy marketing campaigns that mirrored the tech coolness of Apple. JUUL became the go-to vape for a new generation, leading to widespread concerns among schools, parents and lawmakers. At its peak, the company controlled over 70% of the US vape market and was valued in the billions.

But the backlash was swift. JUUL was blamed for fuelling a nationwide surge in youth vaping, with critics arguing that the company had deliberately targeted underage users. Investigations were launched, lawsuits filed, and by 2022, JUUL was teetering on the brink of bankruptcy. The FDA blocked its products, investment dried up, and the company became the subject of a Netflix documentary, Big Vape: The Rise and Fall of Juul.

Fast forward to 2025, and against all odds, JUUL has returned. The FDA has granted the company permission to legally sell its menthol-flavoured vape products, reigniting fierce debate. Many argue that a company once held responsible for a teen addiction crisis should not be rewarded with federal approval. Others point to JUUL’s updated internal protocols, adult-only targeting, and the urgent need for safer alternatives to smoking.

With the US market now far less crowded due to flavour bans and regulatory crackdowns, JUUL could once again dominate — this time with fewer rivals and the backing of federal regulation. The menthol approval gives JUUL a legal foothold in a space where many competitors are still operating in a regulatory grey zone.

Whether this marks a responsible second act or a dangerous precedent is yet to be seen. But one thing is clear: JUUL’s story is far from over.

Information sourced from the FDA, Netflix, and industry updates via Nicotine World and Futura Sciences (France).

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