Juul got young people addicted to nicotine—this startup wants to help them quit

The founders of the Gen Z pimple brand Starface have a new company selling nicotine gum and lozenges. Will young vapers flip for Blip?

There’s a direct-to-consumer strategy that follows a familiar game plan: Take a medical-grade product for a common problem that’s gone off-patent or recently approved by the Food & Drug Administration for over-the-counter use, market it to a targeted segment, make bank. Think of Hims (finasteride for hair loss; sildenafil for erectile dysfunction), Cove (triptans for migraines), Rory (bimatoprost for eyelash growth), the upcoming Opill (norgestrel for birth control), and so many others.

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