Wellness Influencers Recast Nicotine as Cognitive Aid for 2 Uses

1 articles · Updated · The Washington Post · Sep 20

Prominent wellness influencers are promoting nicotine across social media, podcasts and start-ups as a misunderstood substance that can sharpen focus and support longevity.
Those claims center on 2 touted benefits—better cognition and protection against cognitive decline—even as a pulmonologist warns the science is far more complicated.
The trend extends beyond smoking to noncombustible products such as nicotine pouches and mixes that pair nicotine with caffeine or nootropics marketed as smart drugs.
Many of the advocates are aligned with the Make America Healthy Again movement, widening nicotine’s reach inside wellness communities despite its addictive link to tobacco use.