NJOY
| Company type | Subsidiary |
|---|---|
| Industry | Electronic cigarettes, vaping devices |
| Founded | 2007 |
| Founder | Mark Weiss |
| Headquarters | Scottsdale, Arizona , United States |
Key people | Paul Sturman (CEO & President), Richard Carmona (Scientific Advisor) |
| Products | Electronic cigarettes and vaping devices (including NJOY KING, PFT, DAILY, LOOP, ACE) |
| Owner | Altria Group |
NJOY, LLC is a United States-based producer and supplier of electronic cigarettes and vaping devices, with its main office located in Scottsdale, Arizona. Since 2023, it has operated as a fully owned subsidiary of Altria Group.
History
Established in 2007 by Mark Weiss, an attorney from Arizona, NJOY was one of the pioneering prominent e-cigarette brands in the US market. In 2010, NJOY secured a significant legal victory against the Food and Drug Administration, which curtailed the FDA's ability to regulate e-cigarettes as pharmaceutical products. This decision helped define the regulatory landscape for vaping under the Tobacco Control Act.
NJOY found early market success with the introduction of the NJOY KING in late 2012, a disposable e-cigarette designed to resemble conventional cigarettes. The KING stood out due to its unique features such as white paper wrapping and a red “ember” indicator light, operating without the need for charging or buttons. It quickly became the top-selling e-cigarette across the United States, generating $90 million in revenue during 2013. By 2014, NJOY dominated US retail vaping sales with distribution exceeding 90,000 outlets and had also expanded to 40,000 locations across Europe. Its primary competitors at that time were Blu, Vuse, and MarkTen (owned by Altria).
Despite this initial success, the subsequent NJOY King 2 device did not perform well in an increasingly competitive environment, which contributed to NJOY filing for bankruptcy in September 2016. The following year, NJOY, LLC acquired the assets of NJOY Inc. and revitalized the brand with a commitment to “make smoking history.” Additionally, the company provides e-cigarette products for use in independent and government-sponsored research initiatives.
In 2022, several NJOY e-cigarette products received FDA authorization for lawful marketing within the United States. On June 1, 2023, shortly after Altria Group divested its holdings in Juul Labs, it completed the acquisition of full ownership of NJOY.
Products
After launching the KING product line, NJOY broadened its range to include open system vape liquids; the closed system device known as PFT; the disposable electronic cigarette DAILY; the rechargeable LOOP device; and the pod-based ACE vape device. These additions have enhanced both product variety and market penetration.
People
NJOY's early financial supporters featured prominent entrepreneurs and business figures such as Sean Parker, Peter Thiel, Douglas Teitelbaum, and entertainer Bruno Mars, indicating robust financial investment and strategic partnerships.
In 2013, former Surgeon General and medical professional Richard Carmona joined NJOY’s Board of Directors as a scientific advisor, lending his expertise to guide company strategy.
In 2015, Paul Sturman was appointed CEO & President of NJOY. He brought extensive leadership experience from his previous role as Global President and General Manager of Pfizer’s Consumer Health Care division to propel company growth.