Nicotine's New Brand: Productivity Boost or Health Gamble?
A wellness and productivity trend around nicotine is surging among biohackers and startups, with products like nicotine pouches marketed as cognitive enhancers and performance tools. While some research suggests potential benefits for certain cognitive impairments, experts say benefits for healthy individuals are likely marginal and addiction risk remains. The FDA has authorized only a couple of nicotine products so far and is taking enforcement action against unapproved items, creating regulatory risk for many brands. The trend raises concerns about nonsmokers and youths starting nicotine, as influencers frame the substance in edgy, health-boosting terms while legacy tobacco companies push similar messaging through branding.
