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market in 2016 and, after a sleepy few years on shelves, exploded in popularity during the pandemic, mostly through Gen Z influencers hyping up the (alleged!) energy-boosting, mind-enhancing benefits of the product through viral videos shared and consumed in peak-lockdown boredom

"That's almost half of the rack right there," Mian said

You cant run for a bus and you smell like an ashtray

While JUUL deleted its Instagram and Facebook accounts in November 2018, the way in which viral content spreads among teens ensures that JUUL videos will continue to circulate among young people even if the company is no longer creating the content