Japan Tobacco International

Juul started up as Plume, a more cylindrical device than the USB stick looking one that we know it as today.

The Plume brand was sold in 2015 to Japanese Tobacco International, or JTI for short, which launched two new products in Japan this year.

The founders then rebranded themselves as Pax Labs and launched the Juul in the same year.

Since then, the worldwide vaping market has grown into an industry worth more than $10 billion.