Across social media, podcasts, wellness communities and tech start-ups, prominent wellness influencers are now portraying nicotine as a misunderstood compound whose potential benefits have been overshadowed by its negative association with cigarette smoking. These advocates, many of whom support the Make America Healthy Again movement, are touting an addictive substance linked to tobacco use as a natural product that can be used for everything from improving focus to protecting against cognitive decline. This trend includes using nicotine alone in noncombustible products such as nicotine pouches or in combination with caffeine and nootropics, or “smart drugs” marketed to enhance cognition.
