How the pro-nicotine ‘wellness’ movement rebranded an addictive drug

Nicotine products like pouches and patches are being promoted for cognitive enhancement, stress reduction, improved athletic performance and much more – with little scientific evidence.

By: Hasmeena Kathuria, University of Wisconsin-Madison, The Conversation

Outlets: The Conversation

Published: September 22, 2026

Words: 1,262

Last Updated: 3 weeks, 5 days ago

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By Hasmeena Kathuria, University of Wisconsin-Madison

An ironic development emerging alongside the “Make America Healthy Again” movement is the portrayal of nicotine as a wellness and performance-enhancing product. Across social media, podcasts, wellness communities and tech startups, prominent wellness personalities and other influencers are portraying nicotine as a misunderstood compound whose potential benefits have been overshadowed by its negative association with cigarette smoking.

As a result, nicotine is being repositioned from …

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