JUUL is an American e-cigarette brand co-founded by Stanford University physics graduates Adam Bowen and James Monsees. The company pioneered nicotine salt technology—a breakthrough that revolutionized the entire industry by transforming vaping from a niche hobby into a mainstream consumer product. Within just three years, JUUL skyrocketed from zero to commanding a 75% share of the U.S. market, peaking at a valuation of $38 billion and earning its reputation as "the Apple of the e-cigarette industry."