Blu is widely regarded as the world’s first truly mainstream consumer-grade e-cigarette brand, founded in the United States in 2009 by Australian entrepreneur Jason Healy (Jie Sen Haili). It pioneered the "stylish, social-first" marketing model for the vaping sector, once commanding a 45% share of the U.S. e-cigarette market and cementing its status as the undisputed first-generation market leader of the industry.