Adam Bowen and James Monsees co-founded JUUL Labs when they applied their background in product design to the challenge of finding a true alternative to smoking. They had been smokers for many years, but when they could find no acceptable alternative to cigarettes, Adam and James 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 true 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.