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, nicotine vaporizers, and synthetic nicotine by following the paths of Juul and its thousands of competitors as the vape companies gain public acceptance, fight for market share, and butt heads with government agencies. It’s a fascinating ride filled with new reporting, so even if you’ve read and listened to everything about Juul and vaping, you’ll hear some shocking new information in this series.

This week on Gadget Lab, we talk with Backfired’s hosts, Arielle Pardes and Leon Neyfakh. 

Show Notes:

Backfired is an Audible original, so go to audible.com/backfired to listen. Also check out Louise Matsakis’ story about the next generation of cheap, illegal vapes coming from China.

Recommendations:

Arielle recommends Timeshifter’s Jet Lag App. Leon recommends the Yoto Player for getting kids into podcasts. Lauren recommends The Bee Sting, by Paul Murray. Mike recommends Subpar Pool, a game by Holedown creator Martin Jonasson.

Arielle Pardes can be found on social media @pardesoteric. Leon Neyfakh is @leoncrawl. Lauren Goode is @LaurenGoode. Michael Calore is @snackfight. Bling the main hotline at @GadgetLab. The show is produced by Boone Ashworth (@booneashworth). Our theme music is by Solar Keys.