We have all seen it creeping into social media feeds and popular media: the idea of nicotine as a “wellness” and productivity tool. This unexpected rebrand has relied on podcasters and influencers promoting nicotine pouches, patches, and even drinks as part of a “biohacking” lifestyle—promising sharper focus, improved energy, and enhanced performance.

Tobacco use is often framed as a physical health issue—but its impact on mental health is just as significant. Many patients believe smoking helps manage stress, anxiety, or mood symptoms. In reality, the evidence increasingly shows the opposite: quitting tobacco can meaningfully improve mental well-being across multiple domains.

Though thousands of flavored and disposable vapes may disappear from store shelves across the country, tobacco prevention and control and health policy experts warn that these bans aren’t enough to protect youth.