This New York-Based Startup Has Cool Ways of Quitting Cigarettes, Vaping & Zyn

Quitting cigarettes, vaping, and Zyn has always felt clinical, awkward, and kind of lame. But Jones, a New York-based startup, is flipping the script. They are not preaching or judging. Instead, they are designing something way better: quitting that feels cool.

Founders Hilary Dubin and Caroline Vasquez Huber launched Jones after dealing with their own Juul addictions. They didn’t want to feel shame when trying to quit. And they knew other people, especially younger folks, felt the same.

So, they built something completely different, a brand that is part support system, part fashion statement, and all about making real change without the guilt trip.

A Design Fix for the “Medical” Look

Traditional nicotine lozenges look like something from the back of a pharmacy shelf. Jones ditched that vibe entirely. They repackage FDA-approved lozenges into sleek tins you actually want to carry. Think of it like Altoids, but smarter. There is even a luxe collab with Monbouquette, a jewelry brand.

Yes, a sterling silver necklace box that doubles as a lozenge case sells for $295 and feels more like streetwear than a medical device.

Jones / IG / Jones makes quitting part of your style, not your shame. Their products launched during New York Fashion Week and now have a loyal fan base. 60% of their customers are women.

Trying to quit cold turkey doesn’t work for most people. So Jones went deeper than just stylish tins. Their app blends cognitive behavioral therapy (CBT) with real-world goal setting. It is all about progress, not pressure. You can taper down your nicotine use gradually or quit altogether. Either way, the system cheers you on, not scolds you for slipping.

The app gives users daily check-ins, positive reinforcement, and smart nudges. There is no “you failed” message if you use a lozenge. Instead, it is more like, “cool, you are still in the game.” That is a massive shift from how nicotine replacement therapy usually feels. It makes quitting feel doable, not dreadful.

The Startup Has a $10 Million Vote of Confidence

Jones isn’t just a niche brand for trendsetters. It is gaining real momentum. In 2025, the company raised $10 million in a Series A round, pushing its valuation to around $45 million. That is no small deal in a market dominated by giants like Johnson & Johnson and their stale brand, Nicorette.

In 2024 alone, Jones pulled in $5 million in revenue and is aiming for $10 million by the end of 2025.

Jones / IG / Jones isn’t pretending quitting is easy. In fact, they lean into the mess of it. One of their biggest ideas is removing the shame that usually comes with relapse.

The nicotine replacement therapy space is worth $3 billion, but most of it feels outdated. Jones saw a massive gap–younger people who want to quit but hate how current products look and feel. They are not alone in chasing innovation either.

Competitors like Qnovia are working on high-tech options like nicotine nebulizers, but Jones is winning hearts by going low-tech, smart, and stylish.

Science backs it up: Smokers try to quit 8 to 10 times before it finally sticks. Instead of punishing failure, Jones talks about “grace.” Every try counts, and every step forward matters.

It is honest, and it hits. People using cigarettes, vaping, or Zyn don’t need a guilt trip. They need support. Jones makes that support feel human. That is why the founders, Dubin and Huber, still use NRT products themselves. “I love nicotine,” Huber admits. That is real talk. And that honesty makes the brand relatable in a way no pharmaceutical company ever could be.