The End of the Vape Shop Era

The Evolution of Vape Shops in America

The landscape of tobacco harm reduction in the United States has undergone a significant transformation since 2007, when the first vaping device entered the market. This innovation not only changed how adults consume nicotine but also sparked a movement that was initially driven by small business owners, passionate advocates, and millions of consumers. These individuals shared their personal stories of quitting smoking and helping others do the same, creating a vibrant community around nicotine alternatives.

However, the journey of vape shops has not been without challenges. What began as a promising space for innovation and entrepreneurship has faced increasing scrutiny and regulation from the Food and Drug Administration (FDA). The regulatory environment has grown more complex over the years, often stifling the growth of small businesses and limiting consumer choice.

The American Dream in Vape Shops

Vape shops once represented the American dream, with bright storefronts appearing across the country in strip malls, downtown areas, and neighborhoods. These stores were typically run by adults who had quit smoking or hobbyists who created unique flavors and turned their kitchen experiments into successful small businesses. They played a crucial role in developing and refining vaping products, contributing to the industry's innovation.

From early devices like blu, which the FDA initially tried to regulate as medical devices, to open systems, tanks, and eventually pod systems, vape shops led the way in product development. However, this momentum was soon met with resistance.

Regulatory Challenges and Industry Shifts

In 2009, the Family Smoking Prevention and Tobacco Control Act was signed into law, granting the FDA sweeping authority to regulate all tobacco products. This law required any new product, including vapor products developed in vape shops, to undergo a formal application process to remain on the market. In 2016, the FDA officially deemed e-cigarettes and other nicotine alternatives as tobacco products, triggering widespread regulatory requirements.

Around the same time, public health agencies, backed by government officials and philanthropists, launched an aggressive campaign against e-cigarettes. CDC Director Tom Frieden and his successor, Brian King, argued that vaping would lead youth to start smoking and rejected the idea that replacing cigarettes with e-cigarettes was beneficial.

The Rise of JUUL and the Shift in Power

The introduction of JUUL in 2014 marked a turning point in the vaping industry. Its sleek, easy-to-use design revolutionized the market, forcing small manufacturers to pivot toward compact pod systems. While government agencies and anti-tobacco groups criticized this shift, JUUL represented a genuine breakthrough in tobacco harm reduction.

However, JUUL’s partnership with large tobacco companies signaled a shift in power dynamics. As traditional cigarette sales declined, tobacco companies adapted, securing their place in the market. Meanwhile, independent vape shops struggled to keep up.

Regulatory Crackdowns and Market Consolidation

In 2020, President Donald Trump signed an executive order imposing a partial ban on flavored vape pods. This move, combined with the FDA’s requirement for premarket tobacco product applications, placed immense financial burdens on small businesses. The costs of these applications were staggering, often reaching hundreds of thousands or even millions of dollars per product.

By 2021, the FDA began issuing blanket denials of applications, primarily targeting small, American-made flavored e-liquids. This decision marked the beginning of the end for many independent vape shops. Only 39 e-cigarette products are currently authorized for sale in the U.S., with four companies holding those authorizations. Three of them are major tobacco companies, and the fourth used to be one of them.

The Legacy of Vape Shops

Vape shops were more than just retail spaces; they served as educational centers where adult smokers could access information, guidance, and personalized options. The importance of choice and community cannot be overstated. Yet, as the industry shifted, these shops were gradually phased out.

The story of vape shops mirrors the tragic narrative of Arthur Miller’s "Death of a Salesman." Their innovation was harvested, their success exploited, and their contributions erased. Despite their critical role in helping over 20 million American adults quit smoking, their legacy remains largely unrecognized.

Lindsey Stroud is president and founder of Tobacco Harm Reduction 101, a nonprofit organization dedicated to research, education, and advocacy for safer alternatives to smoking. She can be found on X.