Health experts have raised concerns over a social media trend that is rebranding nicotine as a "wellness" tool, despite long-standing evidence of its harmful effects.
Nicotine 'wellness' trend raises concerns among health experts
Nicotine - the highly addictive substance found in tobacco and vaping products - is being promoted online as a way to boost focus, curb appetite and improve productivity. Instead of traditional smoking, some users are turning to nicotine patches, gums and pouches, claiming they offer cognitive or health benefits.
A number of well-known influencers have helped spread the trend. Biohacking figure Dave Asprey has been among those promoting nicotine as a "natural" substance that has been "unfairly demonised", while podcast host Joe Rogan and neuroscientist Andrew Huberman have suggested nicotine pouches may help to "stimulate" or "sharpen" the mind.
On platforms such as TikTok and Instagram, some users are also promoting nicotine products as a weight-loss aid, with appetite-suppressing effects earning them the nickname "gas station Ozempic".
However, medical experts have strongly pushed back against these claims, warning that nicotine remains a powerful and potentially dangerous substance regardless of how it is consumed.
Jeremiah Mock, a health anthropologist at the University of California San Francisco, said the trend is "alarming".
He told The New York Times: "It’s alarming that people who appear to be very health conscious are allowing themselves to participate in a giant human biology experiment when we know that nicotine is extremely harmful."
Nicotine works by stimulating the release of chemicals in the brain, including dopamine, which can temporarily improve attention and mood. However, this same mechanism also drives dependence and addiction, making it difficult for users to stop. Over time, regular use has been linked to increased heart rate, higher blood pressure and a range of cardiovascular risks.
Dr NK Soni, senior consultant and head of internal medicine and diabetology at Yatharth Super Speciality Hospital, warned that the perceived benefits are being overstated. “Such claims often ignore the strong addictive potential and long-term risks."
Public health experts say the trend highlights the dangers of misinformation spreading through social media, particularly when substances with known health risks are reframed as lifestyle products.
The NHS website says nicotine patches and gum can help people quit smoking, but they are designed for short-term, medically supervised use, not as everyday performance enhancers.