October 24, 2025 — 2Firsts News — JUUL’s major investor James Sagan revealed in an interview with NYNext that the company plans to launch its next-generation e-cigarette, Juul2, in the United States. The new device introduces a dual-layer security system combining an app-based age verification process and hardware-level access control.
According to Sagan, users will be required to complete age and identity verification within a companion mobile app — including the use of facial recognition on compatible smartphones — before the device can be activated. Each Juul2 pod contains a built-in chip that connects to the app via Bluetooth and can only be unlocked by authorized accounts linked to verified users.
The Juul2 also features a larger-capacity battery, LED display, puff count tracking, and remote firmware update capabilities. The product is currently awaiting regulatory approval in the United States, while the version without biometric safeguards is already available in the United Kingdom.
Sagan noted that JUUL has refocused its business on adult smoking cessation, operating mainly under a B2B model through convenience stores, along with a smaller, age-gated online retail channel.
He added that despite earlier criticism over flavored pods, flavors remain important for helping adult smokers transition away from combustible cigarettes.
“The new product aims to solve three key challenges,” Sagan said. “Keeping e-cigarettes out of the hands of underage users, making the experience more appealing to adult smokers, and ensuring product effectiveness.”
According to Research and Markets, the global smoking cessation market — including e-cigarettes, gums, patches, and other therapies — is valued at nearly USD 35 billion, with major competitors such as Reynolds American (Vuse), Imperial Brands (blu), and Altria (NJOY).
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