Biohackers and Wellness Influencers are Pushing Nicotine as Part of Their ‘Stacks’

Nicotine is being rebranded by startups and influencers as a cognitive and performance enhancer, raising new public health concerns. Wellness marketing and social media narratives increasingly position nicotine pouches, patches, and drinks as tools for focus, energy, or lifestyle optimization, even among nonsmokers.

Experts caution that evidence for cognitive benefits in healthy individuals is weak, while addiction risks remain significant. Regulatory scrutiny is also growing, as only a limited number of pouch products have federal authorization. Health authorities emphasize that nicotine’s stimulant effects are temporary and may carry cardiovascular and dependence risks, particularly for young people. The trend highlights ongoing challenges for public health communication, risk perception, and prevention messaging in an evolving nicotine marketplace. Read more from STAT News here.