Wellness Trend Rebrands Nicotine, but Evidence Remains Uncertain

Wellness influencers now market nicotine as a clean, performance‑boosting compound, promoting pouches and nicotine‑caffeine blends as tools for focus, mood and longevity. The movement frames nicotine as a misunderstood plant alkaloid, separate from the toxic combustion products of cigarettes. However, clinical studies show that nicotine activates the sympathetic nervous system, raises heart rate and blood pressure, and can impair sleep. While short‑term attention gains appear in some users, the benefits are limited to those already dependent, and withdrawal can reverse them. Long‑term use does not prevent dementia or improve mental health, and it remains addictive, especially for adolescents and pregnant women. The rebranding risks normalizing nicotine use, potentially increasing exposure to a drug that still carries significant health risks.