
Nicotine Rebranding: Wellness Hype Masks Addiction Risks
A Conversation analysis shows wellness influencers are reframing nicotine as a benign, cognitive‑boosting product—often in noncombustible forms like pouches or combined with caffeine—despite evidence that nicotine is addictive and has real brain and cardiovascular risks; while FDA-approved nicotine replacement therapies aid cessation, using nicotine for wellness, productivity or aging claims lacks solid human data and can undermine public health messaging about tobacco.













