Updated Jul 17, 2025 - Business

Juul lands FDA authorization for e-cigarettes, sources say

Nathan Bomey

Close-up of Juul vape pod packs in white boxes labeled Virginia Tobacco and Menthol, showing 5.0% nicotine strength and warnings about nicotine being addictive. — Juul e-cigarette packages are seen on a shelf at Empire Smoke Shop on Dec. 7, 2022, in the Flatbush neighborhood of Brooklyn. Photo: Michael M. Santiago/Getty Images

Juul Labs has won the government's authorization to keep its signature e-cigarettes on the U.S. market.

Why it matters: The vaping company was once facing a federal ban under the Biden administration — which was quickly suspended, and later rescinded, but nonetheless put its future in doubt.

Driving the news: The FDA has authorized Juul's original vaporizer and refill cartridges with tobacco and menthol flavors, according to two people familiar with the matter.

"It is a real milestone for the company," Juul CEO K. C. Crosthwaite tells Axios in an interview. "It is critically important, in our view, that adult tobacco consumers have options that are reviewed by a regulator, that meet the scientific hurdle and are marketed responsibly."

The other side: Tobacco watchdogs assailed the move, arguing that it will exacerbate the crisis of youth vaping.

"It is a big step in the wrong direction to authorize sales of the product that was responsible for this public health crisis in the first place," Yolonda C. Richardson, CEO of the Campaign for Tobacco-Free Kids, said in a statement.
"There is no question that this crisis was driven by Juul's sleek, easy-to-hide products, which were sold in enticing flavors, including menthol, were marketed in ways that appeal to kids and delivered massive doses of nicotine that can quickly addict kids."

Context: In 2022, the FDA halted Juul sales over toxicology questions, putting the company on the verge of potentially going out of business.

The company later won a reprieve from the ban while the agency was reviewing the scientific data on its original e-cigarettes.

The agency's authorization ends any lingering questions over Juul's right to sell e-cigarettes in the U.S.

Reality check: Juul has lost significant market share in recent years amid rising competition — both legal and illegal, including e-cigarettes illegally imported from China.

"Whether a company's from the U.S. or a company is from China, if you're skipping the regulatory process, that's what's bad to me," Crosthwaite says.

What's next: "What you should expect from us is continued innovation across our portfolio for what we believe are compelling options for adult smokers," Crosthwaite adds.

The bottom line: Juul is here to stay.

Editor's note: This story has been updated with comments from advocacy groups.

Add Axios on Google

Juul lands FDA authorization for e-cigarettes, sources say

What to read next