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James Monsees and Adam Bowen co-founded JUUL when they applied their background in product design to the challenge of finding a better alternative to smoking. They’d been smokers for many years, but they were increasingly dissatisfied with the health and social impacts of cigarettes. When they could find no attractive alternative to cigarettes, James and Adam recognized a groundbreaking opportunity to apply industrial design to the smoking industry, which had not materially evolved in over one hundred years. As smokers, they knew a viable alternative to cigarettes would have to offer a nicotine level found in no other alternative on the market. It would also have to invite its own ritual. The result was JUUL.