At one point valued at an astonishing $38 billion, e-cigarette maker Juul seemed destined to transform the nicotine industry. But in one of the most stunning falls from grace in recent memory, the company now faces thousands of lawsuits and a decimated reputation.
Netflix’s new four-part documentary series Big Vape: The Rise and Fall of Juul chronicles the company’s meteoric ascent, followed by an equally rapid demise. Through extensive research and insider accounts, it constructs a cautionary tale of innovation without foresight. Read more