Juul revolutionized e-cigarettes — and now the industry's in jeopardy

The e-cigarette industry was a nascent category in 2010, with sales mostly coming from online channels.

Now, the optimism has screeched to a halt: Federal data shows that more than one-quarter of high school students say they vape thanks to the sleek device popularized by the company Juul.The shift shows how the smoking epidemic's potential solution — pushed by companies, health groups and regulators — morphed into a crisis of its own. Cigarette smoking kills about half a million Americans every year, making it the leading cause of preventable death in the U.S.

NJOY and Blu wanted to sell their products where smokers bought cigarettes. Jason Healy, founder of Blu, knew there was an opportunity. He was a smoker himself. It wasn't clear whether e-cigarettes would catch on with smokers. Tobacco companies had tried — unsuccessfully — to bring alternatives to U.S. consumers before.

Then came a product that would revolutionize the industry and transform public perception of e-cigarettes.

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