Trendhunter wanted to know what makes JUUL so innovative, so they went directly to the source: PAX Labs cofounders Adam Bowen and James Monsees. Here's what they had to say:

"We made it truly satisfying like a cigarette and like no previous e-cigarette. We felt strongly that it shouldn’t look like a cigarette, which led us to the more ergonomic and distinctive rectangular shape of JUUL. We addressed the many usability and performance issues of small e-cigarettes such poor vapor production, frustrating cartridge and charger connections. It was really a complete reimagining of the e-cigarette."

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