This as-told-to essay is based on a conversation with Caroline Huber, cofounder and co-CEO of Jones. It has been edited for length and clarity.
I started smoking very casually, mostly at parties after I’d had a few drinks. I wasn’t dependent, and it didn’t feel like a problem. I was happy to share a cigarette with friends once in a while.
That changed the first time I tried a vape. When I took my first hit, I experienced the most intense head rush I’d ever had. I couldn’t believe how strong it was. At first, it was too much, but after a few minutes, I asked my friend to hit it again. Within a few weeks, I bought my own vape.
At the time, there was a narrative that vaping was healthier than smoking, but I knew almost immediately that wasn’t true for me. I was dependent on the vape: I would get a panicky feeling if I didn’t know where it was. Some people experience that with their phones, but I’d never had that urgency before, and I didn’t like it.
My mom, a doctor, helped me realize how much I was using
Soon, I started noticing physical effects too. Running became more difficult, and my migraines got worse. I was frightened when I realized I was no longer getting a head rush from the vape because I’d become so dependent on the chemicals. I was using it all day, every day. And yet, that felt normal among my friends and colleagues.
After about a year, I wanted to quit. After a few starts and stops, I talked with my mom, who is a family physician. I was embarrassed, but she helped me look at my nicotine use without judgment. She calculated that I was using the same amount of nicotine as a two-pack-a-day smoker. That was pretty shocking to hear.
I didn’t need to quit entirely, but I wanted to regain control
My mom helped me create a plan to use nicotine replacement therapy at a high enough dose that it would actually work for me. I also teamed up with my best friend, Hilary. Quitting together helped us succeed.
I was grateful for the nicotine replacement products I was using, but I noticed they were out of date and targeted toward smokers, not young vapers. Hilary and I wanted to create a nicotine replacement therapy paired with holistic, community-based support. That’s how Jones was born, in November 2023.
We address physical cravings with nicotine replacement mints, and have an app to help address the psychological side of things. We’re also reframing the idea of quitting: for Gen Z, it isn’t all-or-nothing. I still smoke occasionally in social situations, but I feel in control of the choice, and I’m happy with that.
We’ve been intentional about protecting our friendship
Hilary and I have been best friends since we were 8. We heard lots of horror stories about working with a friend, and we didn’t want founding a company together to ruin our friendship. We started seeing a couple’s therapist occasionally, to help us communicate effectively.
Each week, we have a check-in as co-CEOs and best friends, where we talk about work and personal stressors. That’s been fundamental to keeping our relationship healthy over the past few years. We also make time to hang out as friends, without talking about work.
Starting the company together has shifted our friendship dynamic, but not in a bad way. There’s so much trust between us, and I’ve loved having Hilary beside me for the highs and lows. There’s no one else I’d rather be doing this with.
I’m proud of how my friend and I have been able to help others
Since launching, Jones has seen some really healthy growth. But the thing I’m most proud of is the impact we’ve had on other young people. A few weeks ago, a user told me they felt like Jones saved their life: for the first time, they had the tools and support they needed to control their nicotine use.
Being able to have that impact, with my best friend at my side, has been life changing for me.
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