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Juul Labs

Consumer/vapingUSA
✂️ Markdown
Peak $38 BillionToday
~-97%
from peak
  1. 🦄
    Became a unicorn
    2017
  2. 📈
    Peak valuation
    $38 Billion ’18
  3. 💔
    Became a Unitard
    ~2022
  4. 💸
    Last valuation
    ~$1.14B
Current status
Fidelity marked to ~$9.45/share (-97%)

How it happened

Juul Labs sold sleek e-cigarettes that dominated the U.S. vaping market, reaching a ~$38B valuation in 2018 after a major Altria investment. Regulatory scrutiny over youth vaping, FDA marketing restrictions, and lawsuits gutted the business. Investors including Altria and Fidelity wrote the stake down sharply, with Fidelity marking it to roughly $9.45/share, a decline of about 97% from peak.

Source: Morningstar