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Themba Tutors Brings Executive Function Coaching & ADHD Tutoring with Expansion in NYC, Westchester, Long Island

Themba Tutors Brings Executive Function Coaching & ADHD Tutoring with Expansion in NYC, Westchester, Long Island

Discover personalized ADHD coaching and executive function tutoring in NYC, Long Island, Westchester, and beyond. Book a free consultation with Themba Tutors today.
Themba Tutors, the trusted New York–based learning company founded by Craig Selinger, M.S., CCC-SLP, today announced an expanded suite of one-on-one services, including executive function coaching, ADHD tutoring, and specialized academic support for students with learning differences, designed to meet soaring demand in NYC, Westchester, Long Island, and the greater tri-state area.
Operating since 2012, the firm now serves students and professionals from Manhattan to Boston, both in person and online, while doubling down on research-driven techniques that celebrate every client's neurodiversity.
'Every learner deserves individualized strategies that work with, not against, the way their brain is wired,' said founder and CEO Craig Selinger. 'By widening our reach and sharpening our methodologies, we're empowering more students, parents, and young professionals to turn challenges into strengths.'
Meeting the Moment: Why Demand Is Surging
Referrals for executive functioning coaching for middle school, high-school, and college students, ADHD coaching for adults, and remote executive function coaching have surged as schools, workplaces, and families recognize that time-management and self-regulation skills are as critical as academic content. Pandemic-era learning disruptions and rising academic pressures have amplified the need for evidence-based interventions delivered by seasoned specialists who understand anxiety, attention, and motivation.
Comprehensive Executive Function and ADHD Coaching Services
Each relationship begins with a complimentary consultation and free 'meet-and-greet' to ensure the right specialist fit, a practice that fuels Themba Tutors' 4.9-star client rating.
Expanding Geographic Footprint
Headquartered in Brooklyn, Themba Tutors now brings expert executive function coaching NYC families trust directly to homes throughout Manhattan, Queens, the Bronx, Staten Island, Westchester, Long Island, New Jersey, Connecticut, Dutchess and Putnam Counties, and Boston. Virtual sessions extend the company's reach nationwide and internationally, offering maximum flexibility without sacrificing the personal touch.
Evidence-Based, Neuroaffirmative Practices
Parents, teachers, and adult clients consistently praise Themba Tutors for turning academic struggles into measurable gains:
'My daughter's final math grade jumped to a 90. Her confidence soared thanks to strategies that finally 'clicked.'' Says Mary Rose, a Manhattan parent.
'With tailored executive function coaching, our son transformed his daily routine from chaos to clarity.' Stated Dana G., a parent from Brooklyn.
Families and professionals seeking an executive function coach NYC, ADHD tutor NYC, or specialized executive function tutoring, whether in person or through remote executive function coaching, are encouraged to book a free consultation at www.ThembaTutors.com, call (917) 382-8641, or email [email protected].
About Craig Selinger
A licensed speech-language pathologist, educational specialist, and veteran executive function coaching practitioner, Selinger has spent nearly 25 years advocating for accessible, personalized learning. His insights have been featured in PsychCentral, Business Insider, and Healthline, and he has lectured at NYU Langone, Mount Sinai, Bard High School Early College (BHSEC), and other institutions.
Media Contact
Company Name: Themba Tutors
Contact Person: Craig Selinger
Email: Send Email
City: New York City
State: New York
Country: United States
Website: http://thembatutors.com
Press Release Distributed by ABNewswire.com
To view the original version on ABNewswire visit: Themba Tutors Brings Executive Function Coaching & ADHD Tutoring with Expansion in NYC, Westchester, Long Island
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Pilly Labs Formulates 2025's Top Mushroom Extract Gummies Supplement for ADHD Focus, Anxiety Support, and Natural Weight Wellness
Pilly Labs Formulates 2025's Top Mushroom Extract Gummies Supplement for ADHD Focus, Anxiety Support, and Natural Weight Wellness

Business Upturn

time2 hours ago

  • Business Upturn

Pilly Labs Formulates 2025's Top Mushroom Extract Gummies Supplement for ADHD Focus, Anxiety Support, and Natural Weight Wellness

New York, Aug. 02, 2025 (GLOBE NEWSWIRE) — Consumer interest in mushroom-based supplements is reaching an all-time high in 2025, and Pilly Labs is leading the charge with a standout gummy formula that's drawing attention across wellness circles, ADHD forums, and holistic health communities. Known for their advanced 10:1 fruiting body extracts, the new Pilly Labs Mushroom Gummies blend offers a convenient, tasty, and functional solution for anyone seeking better focus, mood balance, or sustainable weight support—without relying on pills, powders, or synthetic quick-fix formulas. This article explores how this powerful mushroom extract formula is positioned to become one of the most talked-about supplements of the year. For anyone searching for the best mushroom gummies for ADHD focus, cognitive stamina, anxiety relief, or general wellness in 2025, this deep dive reveals why Pilly Labs is capturing national attention. Explore the Full Mushroom Extract Gummies Supplement Formula WHY INTEREST IN 'MUSHROOM GUMMIES FOR ADHD & FOCUS' IS SURGING IN 2025 In 2025, online search behavior reveals a massive uptick in curiosity around natural focus aids, especially those connected to ADHD management and cognitive clarity. Google Trends data shows a 300% increase in searches for 'mushroom gummies for ADHD' and 'Lion's Mane for focus,' while TikTok videos under the tag '#brainbooster' have surpassed 500 million views. Reddit threads in communities like r/Nootropics and r/ADHD are also buzzing with daily discussions on alternative supplementation strategies, with mushroom-based gummies topping the list for their ease of use and promising reputation. This growing curiosity stems from a broader shift in public mindset. More people are seeking plant-based, non-stimulant options to help support focus and productivity, especially amid rising concerns over side effects associated with synthetic alternatives. Parents, students, professionals, and creatives alike are turning to medicinal mushrooms as a way to explore natural brain support—especially when those ingredients are offered in a palatable gummy format. Social media has only accelerated this trend. Dozens of influencers now share daily routines that include Lion's Mane gummies for study sessions, Reishi blends for calming mental chatter, and Cordyceps for sharper energy. While these formats don't promise clinical outcomes, they've become part of a new wave of self-experimentation—one that blends ancient herbal logic with 2025 wellness habits. Consumers aren't just browsing—they're buying. Sales of mushroom-based cognitive support supplements have surged industry-wide, with gummies outperforming capsules and powders thanks to superior taste, convenience, and consistency. And in a digital age where attention is a commodity, anything that claims to support focus—especially in a clean, natural format—is going to generate serious momentum. That momentum is precisely what's driving products like Pilly Labs Mushroom Gummies into the spotlight. Discover Why Mushroom Extract Gummies Are Trending for ADHD Support INGREDIENT SPOTLIGHT – WHAT'S INSIDE THE FORMULA At the core of Pilly Labs Mushroom Extract Gummies is a meticulously designed 10-mushroom blend, built entirely on 10:1 fruiting body extracts—widely regarded as the most potent and biologically active component of medicinal mushrooms. This formulation decision alone sets the product apart in a crowded wellness market where many brands still rely on lower-potency mycelium grown on grain. Each gummy contains a synergistic mix of the following functional mushrooms: Lion's Mane — frequently discussed for its connection to memory, focus, and learning. It's one of the most talked-about adaptogens in the ADHD and cognitive performance communities. — frequently discussed for its connection to memory, focus, and learning. It's one of the most talked-about adaptogens in the ADHD and cognitive performance communities. Cordyceps — often explored for its role in energy metabolism and cellular oxygen support, making it a favorite among athletes and high performers. — often explored for its role in energy metabolism and cellular oxygen support, making it a favorite among athletes and high performers. Reishi — widely associated with emotional regulation and sleep balance, commonly included in adaptogenic stacks discussed on wellness forums and podcasts. — widely associated with emotional regulation and sleep balance, commonly included in adaptogenic stacks discussed on wellness forums and podcasts. Maitake — traditionally linked to metabolic health and explored in public discussions around satiety and weight management. — traditionally linked to metabolic health and explored in public discussions around satiety and weight management. Chaga — recognized across alternative health circles for its dense antioxidant profile and immune-focused beta-glucans. — recognized across alternative health circles for its dense antioxidant profile and immune-focused beta-glucans. Turkey Tail — a long-standing topic in gut health discussions, known for its polysaccharide content and potential role in microbiome balance. — a long-standing topic in gut health discussions, known for its polysaccharide content and potential role in microbiome balance. Shiitake — culturally used for cardiovascular wellness and often cited in discussions about immune fortification. — culturally used for cardiovascular wellness and often cited in discussions about immune fortification. White Button Mushroom — valued for its vitamin D and mineral content, frequently mentioned in general wellness stacks. — valued for its vitamin D and mineral content, frequently mentioned in general wellness stacks. Black Fungus — increasingly mentioned in circulation and cardiovascular discussions, especially in Eastern nutrition philosophies. — increasingly mentioned in circulation and cardiovascular discussions, especially in Eastern nutrition philosophies. Royal Sun Mushroom (Agaricus blazei) — explored for its potential immune-supportive effects and frequently included in global supplement formulations for resilience. Importantly, this formula avoids mushroom mycelium and unnecessary fillers. It delivers a concentrated dose of each fruiting body extract, ensuring consistency and potency across every serving. That attention to detail—along with a naturally sweet raspberry flavor—makes it easier for users to build long-term compliance. Beyond the mushrooms themselves, the base formula includes natural ingredients such as glucose syrup, pectin, citric acid, and purple carrot juice concentrate. These additions support stability and flavor without resorting to artificial dyes or synthetic stabilizers, keeping the entire formulation aligned with clean-label expectations. Looking for a transparent, full-spectrum mushroom formula designed with modern wellness seekers in mind? Learn More About the 10:1 Fruiting Body Formula Behind Pilly Labs WHAT REDDIT, PODCASTS & TIKTOK CREATORS ARE SAYING In 2025, the conversation around mushroom supplementation has moved well beyond clinical journals and into the everyday scroll of social media. TikTok, Reddit, and long-form wellness podcasts have become the new discovery engines for consumers curious about cognitive clarity, focus support, and natural mood balance. Among the top trending formats? Daily supplement routines featuring mushroom-based gummies. On TikTok, the hashtag #FocusGummies has seen exponential growth, with creators showcasing 'morning stack' videos that often include Lion's Mane or Cordyceps gummies. These micro-routines—presented as calming, brain-boosting, or productivity-enhancing—are resonating with students, professionals, and neurodivergent communities alike. Rather than highlighting clinical results, these short videos tap into emotional relatability: foggy mornings, anxious evenings, or burnout cycles that people want to rebalance naturally. Podcasts in the biohacking and wellness space now regularly feature discussions about medicinal mushrooms—not just as immune-support tools, but as part of broader conversations around mental stamina, executive function, and adaptogenic performance. These discussions rarely promote a single product but often highlight the trend of switching from capsules to gummies for better consistency and enjoyment. Meanwhile, Reddit threads like r/Supplements, r/ADHD, and r/StackAdvice are filled with anecdotal questions about stacking Lion's Mane with Reishi, or whether Cordyceps can help during mid-afternoon focus crashes. While answers vary, the overwhelming trend is clear: people are actively experimenting, sharing their experiences, and favoring brands that are transparent about ingredient sourcing, dosage, and extract type. Pilly Labs Mushroom Gummies consistently show up in these dialogues—not because of celebrity campaigns or aggressive advertising, but because their formula aligns with what users are organically seeking: a clear, fruiting-body-based blend in a convenient format that fits into modern, messy, high-performance lives. See Why Pilly Labs Mushroom Gummies Are Gaining Ground Across Social Wellness Channels WHO MIGHT BE DRAWN TO THIS TYPE OF SUPPLEMENTATION IN 2025 The surge in popularity of mushroom-based gummies in 2025 isn't driven by hype—it's fueled by a growing segment of health-conscious consumers who are rethinking how they support their focus, mood, and long-term wellness. These users aren't necessarily looking for a cure or a shortcut. Instead, they're curious, data-driven, and often exploring ways to feel more centered in a world that feels increasingly overstimulating. Biohackers, remote workers, students, and wellness-focused parents all fall into this expanding category. Many are researching mushroom gummies not as a first-line treatment, but as a lifestyle optimization tool—something to complement meditation, breathwork, cognitive therapy, journaling, or productivity strategies already in place. For neurodivergent individuals and adults managing attention-related overwhelm, the appeal lies in routine-friendly delivery and ingredient transparency —two areas where Pilly Labs has positioned itself strategically. There's also a large contingent of fitness and longevity enthusiasts who explore adaptogens as part of their performance stacks. Ingredients like Cordyceps and Reishi often appear in cycling plans, focus protocols, or anti-stress regimens discussed in online wellness communities. For these users, mushroom gummies offer a reliable, low-friction entry point into an otherwise complex world of functional nutrition. Gen Z and Millennial consumers, in particular, are more likely to gravitate toward 'snackable wellness'—functional supplements that feel like treats rather than chores. The gummy format makes adherence easier, while the flavor removes the barrier to entry that earthy mushroom powders sometimes present. This format-first shift is backed by behavioral trends showing that gummies have higher completion and reorder rates, especially among first-time supplement users. Ultimately, it's the desire for sustainable energy, calmer focus, and natural curiosity that's pulling users toward mushroom gummies—not because they're told to, but because they're seeing and sharing what works. Explore the Natural Wellness Mindsets Driving Mushroom Supplementation in 2025 SPIRITUAL OPTIMIZATION & PINEAL CURIOSITY – 2025 MARKET REFLECTIONS A lesser-discussed but rapidly growing thread in the 2025 wellness landscape is the consumer fascination with 'inner clarity,' 'detox consciousness,' and what many refer to as spiritual optimization. While traditional supplement markets focus on energy, metabolism, or immune support, a new wave of users is drawn to formulas that align with self-awareness, brain-body balance, and even pineal exploration—a topic that has gained remarkable traction across TikTok and Reddit in recent years. This curiosity isn't framed in religious or metaphysical terms. Instead, it reflects a non-clinical mindset: one that seeks to declutter mental noise, elevate focus, and find emotional resilience in an increasingly overstimulated digital age. Conversations around 'third-eye detox routines,' 'mental fog purges,' and 'digital overstimulation recovery' are fueling interest in adaptogens and mushroom-based products. Mushrooms like Lion's Mane, Reishi, and Chaga are at the center of this conversation—not because of guarantees, but because they've been historically associated with focus, calm, and emotional reset. Public discourse treats them as tools within a larger personal development framework, often alongside practices like journaling, forest bathing, or breathwork. The fact that Pilly Labs chose these specific ingredients in their formula has helped the brand intersect naturally with this audience—especially those seeking mental spaciousness without stimulants or synthetic inputs. This shift toward internal equilibrium and curiosity-led wellness is driving product demand in new directions. Brands that acknowledge this desire for non-outcome-based exploration —rather than rigid results—are earning trust in ways that conventional marketing cannot. Explore the Non-Clinical Framework Behind Pilly Labs Mushroom Gummies THE PUBLIC DEBATE AROUND 'MUSHROOM GUMMIES FOR WEIGHT LOSS' – SIGNALS, SKEPTICISM, AND SATURATION Among the most searched phrases in the mushroom supplement space this year is 'best mushroom gummies for weight loss.' The rise of this query signals not just interest in functional wellness—but also the public's continued search for metabolic support that feels sustainable, natural, and stimulant-free. Some view this shift as a promising evolution in weight wellness. They see the incorporation of ingredients like Maitake, Cordyceps, and Reishi into gummy form as a reflection of how far natural supplementation has come. These mushrooms are frequently discussed in public forums for their potential roles in blood sugar regulation, metabolic balance, and cortisol management—all topics deeply tied to weight challenges in modern life. Supporters say the appeal lies not in radical transformation, but in gentle encouragement of the body's natural rhythms. Others remain skeptical of the trend. They question whether mushroom gummies, regardless of formulation, can meaningfully support weight loss in the absence of foundational lifestyle changes. For these individuals, 'gummy-based wellness' still feels more like a flavor trend than a functional tool. Some raise concerns about sugar content, dosage potency, or marketing narratives that may overpromise. A recurring topic is whether consistency—not potency—is what delivers perceived results. Across Reddit threads, YouTube reviews, and blog discussions, one theme emerges: many users don't expect overnight change. Instead, they report feeling more aligned , more energized , or more in control of cravings —but only after 30, 60, or 90 days of daily use. This gradualist perspective aligns with the broader consumer shift toward habit-focused health. In this context, Pilly Labs Mushroom Gummies are neither pitched as miracle pills nor dismissed as flavor-of-the-week hype. Instead, they sit in the middle ground: a product designed to meet modern expectations of transparency, enjoyment, and flexibility—while encouraging long-term thinking. Explore Ingredient Transparency in Pilly Labs' Approach to Natural Weight Wellness ABOUT PILLY LABS Pilly Labs was founded with a mission to make ingredient-first supplementation more accessible to everyday health explorers. At a time when wellness products often rely on proprietary blends or aggressive marketing claims, the brand emerged as a response to a growing demand for clean-label, transparency-driven formulations. Headquartered in the United States, Pilly Labs manufactures all of its products in GMP-certified facilities and adheres to stringent quality control standards. Third-party testing is used to verify potency and purity across batches, reinforcing the company's commitment to accuracy and consumer trust. The team behind Pilly Labs includes wellness researchers, supplement formulators, and consumer health advocates who prioritize clarity over hype. Rather than positioning its products as miracle solutions, Pilly Labs sees itself as a participant in an evolving wellness dialogue—one shaped by smarter shoppers, shared experimentation, and a desire for better routines. The company's mushroom gummy formulation is an example of that ethos: merging ancient herbal traditions with modern extraction technology and real-world usability. Pilly Labs continues to develop supplement options that reflect what users are actively seeking: functionality, format flexibility, and ingredient integrity. As the conversation around natural focus, emotional wellness, and metabolic resilience grows, the brand remains focused on offering clarity and consistency in an increasingly saturated space. Learn More About Pilly Labs and Their Ingredient-First Formulation Philosophy CONTACT FINAL DISCLAIMER This press release is for informational purposes only. The information contained herein does not constitute medical advice, diagnosis, or treatment and has not been evaluated by the Food and Drug Administration (FDA). Mushroom Extract Gummies Supplement is not intended to diagnose, treat, cure, or prevent any disease. Always consult your physician or qualified healthcare provider before beginning any new supplement, routine, or health program. Some links in this release may be promotional in nature and may lead to third-party websites. The publisher or author may receive compensation through affiliate commissions if a purchase is made through these links. This compensation does not affect the price you pay and helps support continued research and content publication. Results described or implied may not be typical and should not be interpreted as guarantees. Statements made about ingredients or outcomes reflect public discussion and historical usage only, and are not endorsed by medical professionals or regulatory agencies. Always do your own research and make informed decisions. Disclaimer: The above press release comes to you under an arrangement with GlobeNewswire. Business Upturn takes no editorial responsibility for the same. Ahmedabad Plane Crash

ADHD Treatment Success Rate: Strattera vs Adderall
ADHD Treatment Success Rate: Strattera vs Adderall

Time Business News

timea day ago

  • Time Business News

ADHD Treatment Success Rate: Strattera vs Adderall

Attention Deficit Hyperactivity Disorder (ADHD) is a common neurodevelopmental disorder affecting both children and adults. It is characterized by persistent patterns of inattention, impulsivity, and hyperactivity. Managing ADHD typically involves a combination of behavioral therapy, lifestyle changes, and medication. Two of the most commonly prescribed medications are Strattera vs adderall. While both aim to improve focus and reduce hyperactivity, they differ significantly in their mechanisms, side effects, and success rates. Understanding the success rate of each medication is essential for determining the best treatment approach for individuals with ADHD. When it comes to treating anxiety and depression, understanding how medications differ is essential. Two commonly prescribed SSRIs are Lexapro vs zoloft, each offering unique benefits depending on the individual's symptoms and response. While both help regulate serotonin levels in the brain, Lexapro is often preferred for its simplicity in dosing, whereas Zoloft may be more suitable for those dealing with panic disorder or OCD. Consulting with a healthcare provider can ensure the best fit based on medical history, side effects, and treatment goals. Personalized treatment is key to achieving long-term mental wellness and stability. Strattera is a non-stimulant medication that works by increasing the levels of norepinephrine in the brain. This neurotransmitter plays a role in regulating attention, impulse control, and activity levels. Strattera is often prescribed to individuals who do not respond well to stimulant medications or those who are at risk of substance misuse. Unlike stimulants, Strattera does not have an immediate effect. It usually takes several weeks for noticeable improvement in symptoms. Because it works gradually and has a different mechanism of action, it is sometimes preferred for individuals with coexisting conditions like anxiety. Adderall is a stimulant medication that increases the levels of dopamine and norepinephrine in the brain. It is widely recognized for its rapid onset of action, often improving attention and focus within 30 to 60 minutes of ingestion. Adderall is available in both immediate-release and extended-release forms, making it a flexible option for many patients. The stimulant nature of Adderall means it is typically more effective in managing core ADHD symptoms quickly. However, it also has a higher potential for abuse and side effects such as increased heart rate, insomnia, and anxiety. When evaluating success rates, it is important to consider both symptom improvement and patient tolerability. Clinical studies show that Adderall has a higher immediate response rate than Strattera. Approximately 70% to 80% of patients using Adderall report significant improvement in symptoms. In contrast, Strattera demonstrates success in about 50% to 60% of cases. However, these numbers vary based on individual differences, including age, severity of symptoms, and presence of comorbid conditions. Long-term effectiveness also plays a role in determining treatment success. Adderall's efficacy tends to remain stable over time, especially when dosage is carefully managed. However, some patients may develop tolerance, requiring dosage adjustments. Strattera, while slower to take effect, offers sustained symptom control for many patients over the long term. It is not associated with tolerance or dependence, making it a suitable option for extended use. For patients who experience side effects or diminishing response with Adderall, transitioning to Strattera may provide stable, long-term symptom management. Side effects are a critical factor in medication success. Adderall is known for causing appetite loss, insomnia, anxiety, and increased heart rate. For some, these side effects are intolerable and lead to discontinuation. In contrast, Strattera's side effects include nausea, fatigue, and dizziness, but it generally has a lower risk of causing anxiety or sleep problems. In practice, patients who are sensitive to stimulants may have a higher success rate with Strattera due to better tolerability, even if the symptom improvement is more gradual. The age of the patient also influences how well a medication works. In children, Adderall is frequently the first-line treatment due to its high efficacy and fast results. In adolescents and adults, both medications are used, but the choice often depends on individual lifestyle and health profile. Adults with ADHD who have a history of substance use or anxiety disorders may find Strattera to be a safer and more stable option. Therefore, age and personal medical history are essential considerations in choosing the right treatment. No single medication works for everyone with ADHD, and treatment success often requires a personalized approach. Physicians usually start with the most effective medication and monitor the patient closely. If the first medication does not work or causes side effects, they may switch to another. In many cases, patients may try both Adderall and Strattera at different times to determine which one offers better control with fewer side effects. Combining medication with behavioral therapy also significantly increases the overall success rate of ADHD treatment. In summary, Adderall tends to have a higher success rate for immediate symptom relief in ADHD, with around 70% to 80% of users experiencing improvement. Strattera has a moderate success rate of about 50% to 60%, but it offers a non-stimulant alternative with a lower risk of side effects and no potential for abuse. While Adderall may be more effective for rapid control, Strattera provides a safer long-term option for many individuals. Ultimately, the best medication depends on the individual's symptoms, medical history, and personal response. Working closely with a healthcare provider ensures the highest chance of treatment success. TIME BUSINESS NEWS

Nicotine Is in Unchartered Territory
Nicotine Is in Unchartered Territory

Atlantic

timea day ago

  • Atlantic

Nicotine Is in Unchartered Territory

For the better part of the past century, the case against nicotine was simple: Smoking a cigarette might feel nice, but it will eventually kill you. Nearly one in five deaths in the United States is caused by complications from cigarette smoke. Chewing tobacco is less dangerous, but still deadly: It has long been associated with head and neck cancers. But in 2025, nicotine isn't so straightforward. Smoking is so deadly not because of nicotine, per se, but because of tobacco: Lighting a cigarette burns tobacco, releasing nicotine into the body. Chewing tobacco entails gnawing on actual tobacco leaves. Nowadays, it's easier than ever to get a nicotine buzz without any tobacco at all: Just puff on a vape or pop a tiny nicotine pouch between your teeth and upper lip. These cigarette alternatives have been around for a while, but only recently have they gone fully mainstream. In January, the FDA officially sanctioned the sale of Zyn, among the most recognizable nicotine-pouch brands. In the past three months alone, Philip Morris International, which makes Zyn, shipped 190 million cans of the stuff to stores. And last month, the agency reversed a prior ruling and authorized Juul e-cigarettes. These products, the FDA has concluded, 'generally have lower health risks than cigarettes.' In this nicotine boom, it's easy to see the drug as harmless, even good for you. Ads that tout the benefits of nicotine are everywhere: Zyn, for example, has been marketed as an 'office essential' that also offers 'relaxation on-the-go.' Nicotine somehow feels both energizing and relaxing at the same time, kind of like the buzz of a vodka Red Bull. The drug has been linked to statistically significant improvements in a number of cognitive exercises. The marketing goes further: Joe Rogan has hawked Athletic Nicotine, a nicotine-pouch brand that claims the drug can serve as an 'exercise performance-enhancing tool.' Tucker Carlson—who has his own brand of nicotine pouches—recently claimed that because of nicotine, he is 'never sick.' But nicotine is not a wonder drug. The cognitive improvements found in studies were modest. Bethea AnnaLouise Kleykamp, an assistant professor of psychiatry at the University of Maryland who has studied nicotine, summed it up this way: The drug 'might be, if you were to subtract it from the smoke, something that could help some people,' such as those who are sleep-deprived or have a cognitive disorder like ADHD. Not exactly a ringing endorsement. Moreover, there's still a lot we don't know about what nicotine alone does to the body. All of this has nicotine in a strange place. Before the advent of newer products, the field of public health was united in its stance that no one should be using cigarettes, and thus nicotine. Now the message is more muddled than ever. Some public-health experts still suggest staying away from nicotine in and of itself. After the decades-long war against smoking, they see new products as Big Tobacco's latest gambit to hook the public. Others make a different calculation: If the health effects of nicotine alone are less concerning than those of cigarettes, what's so bad about an adult sucking on a Zyn? Presuming people recognize that these products 'may have some health risks,' Neal Benowitz, an emeritus professor of medicine at UC San Francisco, told me, 'I have no problem with that.' Such differing views stem from the unclear health effects of cigarette alternatives. Consuming nicotine via vape or pouch is surely safer than smoking a cigarette, but that isn't saying much. No researchers I spoke with gave nicotine an unequivocal endorsement. 'I would never go so far as to say that any drug is completely safe,' Jed Rose, an emeritus professor of psychiatry at Duke University who runs a research firm that has done paid research for nicotine companies, told me. 'Whether nicotine contributes in any way to other diseases associated with smoking is not as firmly resolved as people like to think.' Rose cited a study that showed nicotine accelerated tumor growth in mice. Other experts I spoke with cited data from Sweden demonstrating that smokeless products carry some cardiovascular risks. And emerging research indicates that the components inside of vapes can leach heavy metals into the mist that users inhale, potentially exposing them to increased cancer risk. For the most part, science simply hasn't answered the question of how bad nicotine alone is for you. Most of the studies on the bodily effects of nicotine have been completed using subjects who smoke. For now, the clearest problem with puffing on a Juul is that nicotine remains extremely addictive, whatever form it comes in. Addiction researchers have said that nicotine is just as difficult to quit as heroin. Smokeless products might be a little easier to quit than cigarettes, based on how they deliver nicotine. But it's reasonable to assume that these new products will also worsen the problem of nicotine addiction by making the drug easier to consume. Desk workers can pop nicotine pouches without having to step away for a smoke break. Vape clouds are more readily concealed than the stench of cigarette smoke. This is part of the appeal: Rogue, a Zyn competitor, advertises its product as a way to 'enjoy the nicotine you love without getting noticed, whether you're in a marathon of meetings, perfecting your meal-prep, or just can't step away for a smoke break.' (Rogue, like other nicotine brands, has to legally include warnings in its ads that its products are addictive.) The effects of an addiction alone are not typically a first-order concern in the world of public health. Addictions typically come with other, more pressing consequences: For cigarettes, it's heart attacks and cancer; for heroin, it's overdoses. Anyone who has seen photos of smokers hooked to oxygen or revealing their lung-cancer scars can attest that public health has become expert in warning potential victims of these types of health problems. The risks of a nicotine addiction without the smoke are murkier. 'There are interpersonal, intrapersonal, and economic consequences to being addicted,' Eric Donny, a neuroscience professor at Wake Forest University who studies nicotine, told me. 'It's really hard to quantify this in a way that we are used to.' Nicotine boosters have compared the drug to caffeine—which is also addictive, but generally not a problem. (Hence the Death Before Decaf shirts, tote bags, and even tattoos.) But research suggests that nicotine addiction is more intense than a caffeine dependency, potentially taking a bigger toll on people's lives. The financial costs alone can be onerous: Nicotine prices vary a lot from state to state, but in Washington, D.C., where I live, someone with an extreme Zyn habit may be shelling out upwards of $10 a day to feed their addiction. A Juul isn't much cheaper. With either product, a heavy user is likely to spend several thousands of dollars a year. Addiction can also take a psychological toll. Being hooked on nicotine means your brain is always screaming for another hit of the drug. At times, the longing can feel insatiable, and can force people to act in ways that are entirely against their own self-interest. A teen addicted to vaping might take a few puffs in the school bathroom, even if getting caught might mean a suspension. Or a longtime user may continue to pop nicotine pouches after a heart attack, despite research showing that quitting nicotine significantly reduces someone's risk of death. These downsides might seem minuscule compared with those of cigarettes. A rotting lung is considerably worse than a $10-a-day nicotine habit. But they shouldn't be ignored. If cigarette-smoking rates continue their decades-long drop, it's reasonable to assume that vaping and pouches will become the dominant ways people consume nicotine. New nicotine products might have solved the biggest problem with smoking. Many other, more subtle problems still remain.

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