--- title: The rise and fall of Juul - The Hustle description: How the e-cig of the future became a relic of the past. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1089555355-HS-News-Brief_2022-07-31T231747.189Z.webp --- # The rise and fall of Juul ![Rob Litterst](https://thehustle.co/wp-content/uploads/2023/01/Rob-Litterst-pic.png?width=48&height=48&name=Rob-Litterst-pic.png) [Rob Litterst](https://hs-sbup.thehustle.co/author/rob-litterst) [Rob Litterst Twitter profile ](https://twitter.com/robbylit) Published: August 01, 2022 Updated: October 11, 2023 In 2018, Juul was everywhere from college campuses to middle school bathrooms. ![The rise and fall of Juul](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1089555355-HS-News-Brief_2022-07-31T231747.189Z.webp?width=595&height=400&name=1089555355-HS-News-Brief_2022-07-31T231747.189Z.webp) So, unsurprisingly, Marlboro parent company Altria ponied up $12.8B that year for 35% of the e-cig pioneer and Silicon Valley *jewel*, notching it a $38B valuation. #### **But something else happened** Multiple outlets reported a Juul epidemic taking place in American schools, leading the FDA to [take action](http://businessinsider.com/juul-timeline-from-startup-to-tobacco-company-challenges-bans-2019-9), including: - Coordinating a massive effort prohibiting retailers from selling Juuls to minors. - Investigating Juul’s marketing to minors (e.g., its sweet-tooth flavors like mango and crème brûlée). In June, the FDA banned Juul from selling its products in the US, and ordered the company to remove its existing lineup from the market. #### **Altria’s stake in Juul…** … has since [plummeted](https://www.wsj.com/articles/altria-slashes-value-of-juul-by-70-11659010012?mod=lead_feature_below_a_pos1&utm_source=substack&utm_medium=email) 97% in value to $450m, per *WSJ*. - One silver lining: Altria can now likely scrap its noncompete agreement with Juul and bring its own e-cigs to market. However that effort goes, it’s unlikely consumers will feel as strongly about its flavors as the [Juul faithful](https://www.reddit.com/r/juul/comments/lq44tr/best_juul_flavour/). 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