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

<name>Hasmeena Kathuria, Professor of Medicine, University of Wisconsin-Madison</name> <foaf:homepage rdf:resource="https://theconversation.com/profiles/hasmeena-kathuria-2759515"/>· 22 septembre 2026

The movement is focused on the idea of 'clean' nicotine use, such as pouches, which don't contain tobacco. MoleQL/iStock via Getty Images Plus An ironic development emerging alongside the “Make America Healthy Again” movement is the portrayal of nicotine as a wellness and performance-enhancing prod…

Résumé

Nicotine as wellness trend

The article describes a growing trend where nicotine is being marketed as a wellness and performance-enhancing product, particularly in the United States under movements like 'Make America Healthy Again.' Influencers, wellness personalities, and tech startups portray nicotine as a misunderstood compound that can improve focus, cognitive function, and even protect against cognitive decline.

This rebranding focuses on noncombustible nicotine products such as nicotine pouches, often combined with caffeine or nootropics—substances marketed to boost brain function.

The trend contrasts sharply with nicotine’s historical association with tobacco addiction and smoking-related diseases.

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