After being heavily implicated in the teen vaping crisis — including years of legal battles and agreeing to pay out $1.7 billion over claims of misleading advertising — many assumed Juul Labs was a relic of the past.

Now, the company is trying to rise from the ashes of controversy and get back to its original mission —creating smoking cessation devices for adults trying to quit cigarettes — while keeping its product out of the hands of teenagers. 5

“Everybody kind of thought Juul was dead and evil,” James Sagan, CEO of Architect Capital and an investor in Juul since 2023, told NYNext. “But the early investors and founders have poured a bunch of capital back into the company to save it.”

Juul founders James Monsees and Adam Bowen met as Stanford graduate students in 2005. They were

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