Juul Gets FDA Green Light for E-Cigarettes, Securing U.S. Market Comeback
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Juul Labs has officially secured FDA authorization to keep selling its tobacco and menthol e-cigarettes in the U.S., marking a dramatic rebound for the once embattled vaping giant. The approval, which covers its original vaporizer and refill pods, ends years of regulatory limbo and clears the path for Juul to continue operations after nearly being banned in 2022 over toxicology concerns.
Juul CEO K.C. Crosthwaite called the decision a “milestone,” emphasizing the need for regulated alternatives for adult smokers. However, health advocates swiftly criticized the move, blaming Juul’s sleek designs and flavored products for sparking the youth vaping crisis. Critics argue that reauthorizing Juul sends the wrong signal at a time when nicotine addiction among teens remains a major concern.
Despite the approval, Juul faces a far more crowded market than during its heyday. The company has lost significant ground to rivals—both legal and illicit—as e-cigarettes continue to flood in from overseas. Even so, with this regulatory victory, Juul aims to refocus on innovation and claw back market share with new, compliant product offerings tailored for adult smokers.
