Our Values

Mission First

Switching adult smokers and eliminating cigarettes are at the center of all we do. Be worthy of the highest social trust.

Think Big

Know no bounds. Innovate with courage and ambition.

Delivery Quality

Demand high standards. Never stop delivering high quality products and the best customer experience.

Debate & Commit

Question and disagree with candor, then be decisive and execute together.


Have a passion for action. Value each day as an opportunity to win.

Own It

Take initiative and lead by example. Own the action. Own the outcome.

Act Together

Share information, respect diverse views and build trust. Empower each other and have fun as a team.