Jones, a New York-based nicotine lozenge company, is shaking up the outdated $3 billion smoking cessation industry. With a fresh approach, it provides a stylish and effective alternative for those looking to quit cigarettes, vaping, and nicotine pouches.
Recently, Jones secured a $10 million Series A round, increasing its valuation to an estimated $45 million. The startup plans to use the funding for product development, hiring, and marketing efforts.
A Personal Struggle Turned into a Business Idea
Nicotine addiction affects millions, and two childhood friends—Hilary Dubin and Caroline Vasquez Huber—experienced its grip firsthand. Dubin’s dependence on Juul started in 2017 after she and her boyfriend found one on the floor of a ski lodge. Without much thought, they picked it up, took a hit, and kept using it. Looking back, she describes the moment as embarrassing.
Huber’s addiction surfaced during the Covid-19 pandemic when she moved back home and found herself vaping excessively. Her mother, a doctor, estimated her nicotine intake was equivalent to 40 cigarettes per day. Attempting to quit, she switched to nicotine-laced mints from the pharmacy. However, the dull, medical-looking packaging made the experience feel shameful rather than empowering.
Recognizing a gap in the market, the duo decided to reinvent nicotine-replacement therapy (NRT) with a brand that removes stigma and makes quitting feel effortless.
Building a Modern Solution
In 2022, Dubin and Huber applied for an accelerator program at New York University and received a $10,000 grant. After winning a pitch competition, they secured $1.1 million in pre-seed funding from investors, including Good Friends, a venture firm founded by the creators of Warby Parker, Allbirds, and Harry’s.
Jones officially launched in November 2023 after a year of development. Soon after, it raised a $3.9 million seed round from Founder Collective, Next View, and others. The startup generated $5 million in revenue in its first year and aims to double sales by the end of 2025.
A Stylish Approach to Nicotine Replacement Therapy
Unlike traditional NRT brands, Jones focuses on design and user experience. While the lozenges still come in the standard blue bottles, the company provides a sleek tin for carrying them discreetly. It also partnered with Los Angeles jewelry brand Monbouquette to create a sterling silver lozenge box, doubling as a necklace, priced at $295.
The brand is positioning itself similarly to companies like Warby Parker and Hims, which made eyeglasses and hair-loss treatments stylish and accessible. Jones is bringing the same energy to nicotine replacement—making it easy, cool, and judgment-free.
Disrupting a Billion-Dollar Industry
The nicotine replacement market is dominated by pharmaceutical giants like Johnson & Johnson (Nicorette), Haleon Group (formerly GlaxoSmithKline), and Perrigo. Despite their dominance, there remains a growing demand for modern alternatives. Companies like Virginia-based Qnovia are also working on innovative solutions, such as a nicotine nebulizer awaiting FDA approval.
With 28 million smokers in the U.S., cigarettes continue to be the leading cause of preventable deaths, responsible for 480,000 deaths annually. The demand for effective smoking cessation methods remains urgent, and Jones offers a fresh perspective in this space.
Why Investors Are Betting on Jones
Investors see huge potential in Jones because it addresses an underserved audience—individuals looking for an approachable, stylish, and stigma-free way to quit nicotine.
Jaclyn Freeman Hester, a partner at Foundry, which led the Series A round, believes Jones is disrupting the market. She highlights that most smokers and vapers want to quit but struggle due to outdated solutions. Jones makes quitting feel modern, accessible, and supportive.
A Judgment-Free Path to Quitting
Jones isn’t just selling lozenges—it’s creating a culture of support and grace. Studies show that smokers attempt to quit 8 to 10 times before succeeding. The Jones app helps users set personalized goals, whether quitting completely or gradually reducing nicotine intake.
Huber emphasizes that Jones embraces progress over perfection. “Cut back, quit—do whatever works for you. If you slip up, that’s okay. We celebrate progress,” she says.
The Future of Jones
Jones is redefining the way people approach quitting nicotine. With a strong brand identity, stylish packaging, and a supportive community, the company is on track to reshape the smoking cessation industry. As it continues to expand, its impact will likely grow, offering more people a cool and effective way to break free from nicotine addiction.
Quitting nicotine is challenging, but Jones makes it easier and stigma-free. With modern branding, a supportive app, and stylish packaging, the company is transforming smoking cessation. Expect to see more innovation and growth as Jones expands its reach.