Nicotine as “Wellness”—A Trend Built on Misleading Claims
- Rachael Joyner
- 10 hours ago
- 4 min read
Tips for how to navigate these conversations and share actual evidence
by Rachael Joyner, DNP, FNP-BC, APRN, Duke Smoking Cessation Program
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.
However, these claims are largely based on anecdote or selective interpretations of research rather than rigorous scientific evidence. Health experts caution that any perceived cognitive benefits are often overstated or misinterpreted, particularly in healthy individuals.
There is no solid evidence to support the “wellness” claims around nicotine. It is true that people are studying nicotine for medicinal purposes, but nothing significant has really come from those studies. On example is the two-year MIND (Memory Improvement through Nicotine Dosing) study out of Vanderbilt University. This is the longest-running clinical trial to date to test whether nicotine delivered via patch can improve symptoms in patients with mild cognitive impairment. Nicotine performed no better than placebo.
What the research is very clear on are the harms associated with nicotine. It is highly addictive and can lead to long-term dependence, particularly among people who were previously nicotine-naïve.
Nicotine addiction leads to worsening mental health, including increased anxiety, depression and poor sleep. It causes multiple pregnancy harms (such as stillbirth and preterm delivery), decreased fertility, and is teratogenic to fetuses (damaging brain and lung development). Nicotine is a cardiotoxin. It increases blood pressure and heart rate, contributing to broader health risks over time, such as heart attacks. Even newer products, such as nicotine pouches, may expose users to harmful chemicals and carry unknown risks because we don’t have long-term studies available on the health impacts.
Bottom line: The nicotine “wellness trend” reflects a dangerous disconnect between marketing and evidence. There are no studies supporting any health benefits to nicotine use in healthy individuals. All the research shows harm over time, including significant addiction. Short term “gains” are overshadowed by huge long-term negative health issues.
One caveat is nicotine replacement therapy (nicotine patch, gum, and lozenges). These treatments have been well studied, around for decades, and are FDA-approved for helping people quit smoking. They are safe and effective when used appropriately. They are also intentionally developed to deliver nicotine to the body in a controlled and slow way, mitigating their addictive potential. We’ve done a whole blog about this, actually. Read more here.
What to say to patients or clients
For tobacco treatment specialists, clinicians, and public health professionals, these conversations are increasingly common—and present a valuable opportunity for brief, evidence-based counseling.
Consider using clear, nonjudgmental language, such as: “I understand why this is appealing—there’s a lot online about nicotine helping with focus—but the research doesn’t support using nicotine for wellness or cognitive improvement. Most of the benefits people talk about are short-lived or not proven, while the risks, especially addiction, are very real.”
You might also add: “Nicotine can be helpful when it’s used as a medication to help people quit tobacco use, but starting it for focus or energy can actually create dependence over time.”
Framing the discussion around patient goals can be effective: “If improving focus or energy is important to you, let’s talk about safer, evidence-based options that won’t put you at risk for addiction and other potential health problems.”
This approach validates curiosity, reinforces evidence, and redirects toward safer alternatives.
For a deeper dive and more evidence-based talking points, check out this resource from The Public Health Law Center.
Be the trusted source your patients need. Gain the latest evidence, practical skills, and confidence to navigate these important conversations by joining our expert faculty at an upcoming training event. Explore upcoming trainings and register today! Visit our website for more info>>
🎉 Check out our special 10th anniversary sale and get $50 off CE Short Courses!* Learn more here >>
Upcoming CE Short Courses (virtual):
Intensive Behavioral Health Approaches to Tobacco Treatment (8 CE hours), 9/16/26, 11:00am-5:00pm ET
Mindfulness Training for Smokers Facilitator Training (9.25 CE hours), 12/1/26, 10:00am-5:00pm ET
Tobacco Treatment in Adolescent and Young Adult Populations (8.5 CE hours), 1/26/27, 11:00am-5:00pm ET
Tobacco Dependence Pharmacotherapy (7.75 CE hours), 3/31/27, 12:00-5:00pm ET
Upcoming Comprehensive Tobacco Treatment Specialist Training Program Sessions (30 CE hours):*
Fall Session: October 26-November 3, 2026
Spring Session: February 15-23, 2027
Summer Session: June 21-29, 2027
About the Author
Rachael Joyner, DNP, FNP-BC, APRN, is a family nurse practitioner with the Duke Smoking Cessation Program. She holds a National Certification in Nicotine and Tobacco Treatment and received her Doctorate in Nursing Practice from the University of Florida. She loves working collaboratively with patients to help them become tobacco free.
*Anniversary Sale Terms and Conditions: Anniversary sale promotion cannot be combined with any other offers or discounts. Applicable only to CE Short Courses. Limit of two $50 discounts per individual. Both discounted registrations must be for the same participant and cannot be transferred to another participant.
Comments