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Go deeper: Juul’s value skyrockets despite investor trepidation

E-cigarette that is black and small.
Juul is the No. 1 e-cigarette on the market. (Staff photo by Brianna Soukup/Portland Press Herald via Getty Images)

Juul Labs, a startup that makes electronic cigarettes, is reportedly raising $1.2 billion in a financing round that would value the company at $15 billion, Bloomberg reports, a massive jump from what investor Fidelity valued it last month ($4 billion) and a staggering number given private e-cigarette funding virtually disappeared this past year.

Why it matters: Juul is succeeding in a market where many other e-cigarette companies have failed, despite continuing regulatory uncertainty.