Cofounders Launch Startup to Help Gen Z Quit Vaping Addiction

Caroline Huber, co-CEO of Jones, co-founded the nicotine replacement company with her best friend, Hilary. Launched in November 2023, Jones aims to assist Gen Z individuals struggling to quit vaping, a challenge both founders reportedly faced personally.

Huber described her transition from casual smoking to heavy vape dependence. Initially perceiving vaping as harmless, she soon developed a strong dependency, experiencing panic without her vape and physical symptoms such as difficulty running and worsening migraines. Her mother, a family physician, helped Huber realize her nicotine intake was equivalent to that of a two-pack-a-day smoker.

Motivated by her own journey to quit with nicotine replacement therapy (NRT), Huber observed that existing NRT products often seemed outdated and were primarily targeted at smokers, not young vapers. This insight led her and Hilary to develop Jones, which offers nicotine replacement mints and a complementary app designed to address the psychological aspects of quitting. The company's approach to cessation for Gen Z is framed as not "all-or-nothing," allowing for a sense of control rather than complete abstinence, as exemplified by Huber, who still smokes occasionally but feels in control.

To manage their professional partnership while preserving their long-standing friendship, Huber and Hilary reportedly attend couple's therapy sessions occasionally for effective communication. They also conduct weekly check-ins as co-CEOs and friends to discuss both work-related and personal stressors, in addition to making time for their friendship outside of work. Since its launch, Jones has reported healthy growth and a positive impact on young users.

According to Business Insider, ...