Go deeper: Juul's value skyrockets despite investor trepidation – Axios

Juul Labs, a startup that makes electronic cigarettes, is reportedly raising $1.2 billion in a financing round that would value the company at $15 billion, Bloomberg reports, a massive jump from what investor Fidelity valued it last month ($4 billion) and a staggering number given private e-cigarette funding virtually disappeared this past year.

Why it matters: Juul is succeeding in a market where many other e-cigarette companies have failed, despite continuing regulatory uncertainty.

Go deeper417 Words

The intrigue: Juul has mastered a sleek and discreet design that other e-cigarettes don’t have. Juuls are easy to clean, charge, and refill the pods containing the vaping juice. For that, Juul has more than 50% of the market share and is up 700% in revenue from last year, Nielsen reports.

The e-cigarette market taps in at about $2 billion, and sales for Juul could go as high as $1 billion for 2018. In an effort to appeal to the FDA, Juul announced it was changing its social media and marketing policies to deter looking trendy and appealing to

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