Gold Standard for Natural Nicotine Regulation? — Heno Bio Explains What Nicotine Companies Can Learn from JUUL's PMTA

Key Points:

·JUUL’s PMTA Approval: Data Over Brand
JUUL's PMTA success signals a shift toward science-based regulation, where robust data outweighs brand identity.

· Natural Nicotine Becomes the Norm
All 39 FDA-approved products use natural nicotine—JUUL's case further cements its regulatory dominance.

· High Purity Sets New Benchmark
JUUL used ≥99.8% USP-grade nicotine with strict impurity control, aligning with pharma-grade standards.

· Molecular Advantage: Natural Beats Synthetic
Left-handed (S) natural nicotine offers better stability. JUUL’s data reinforces its formulation’s reliability.

· Synthetic Nicotine Still Under Scrutiny
Due to impurity risks, synthetic options face FDA skepticism; natural nicotine enjoys a clearer regulatory path.

· Heno Bio: Driving Compliance from the Source
As a TPMF pioneer, Heno Bio pushes for upstream standardization, building a compliance-first material ecosystem.

【2Firsts】In July 2025, the U.S. FDA approved JUUL’s products through the PMTA process—marking the industry’s most significant regulatory milestone in years. What surprised many was not just the result, but the depth and rigor of JUUL’s submission: its scientific evidence, toxicological testing, and consistency data surpassed those of all previously authorized products. It was, as one observer put it, “an application the FDA couldn’t refuse.”

Even more striking is that JUUL is not a traditional Big Tobacco company. In fact, it had been under intense regulatory scrutiny for years, particularly for its perceived appeal to youth. Yet this approval signals a reset: no longer is success limited to multinational incumbents. If your product meets the scientific and regulatory standards that JUUL has demonstrated, you too may gain FDA approval.

To unpack the regulatory meaning behind JUUL’s nicotine data, 2Firsts turned to Heno Bio—one of the few China-based natural nicotine manufacturers to have filed a Tobacco Product Master File (TPMF) with the FDA. With both technical expertise and regulatory experience, Heno Bio offers unique insight into what JUUL’s approval signals for nicotine ingredient standards going forward.

Their takeaway is clear: JUUL’s success wasn’t built on brand equity alone—it began at the molecular level.

Natural Nicotine and the Path to PMTA

When JUUL’s PMTA materials were released, one detail stood out to ingredient specialists: the nicotine used was naturally derived. This places JUUL among a growing list of FDA-authorized products—including ZYN and multiple HTP SKUs—all of which rely on natural nicotine.

“This is not just a historical coincidence,” says Jiang Li, Deputy General Manager of Science and Technology at Heno Bio. “From a scientific standpoint, natural nicotine is simply more predictable. Its molecular structure is identical to the L-isomer naturally processed by the human body, and its toxicological behavior has been studied for decades. That gives regulators much more confidence.”

Jiang Li, also points to the technical risks of synthetic alternatives. “Lab-made nicotine often contains D-isomers or other chiral residues that haven’t been fully studied. Even a tiny percentage of those impurities can create safety uncertainties, especially under FDA’s standards.”

As one of the few dedicated natural nicotine producers globally—and the China-based firm to file a TPMF with the FDA—Heno Bio sees this as more than an opportunity. “We believe natural nicotine is the foundation of any serious PMTA submission. It’s where compliance starts.”

What JUUL’s Nicotine Data Reveals: Purity, Impurities, and Stability

One of the defining features of JUUL’s PMTA submission lies in the precision and depth of its nicotine data. According to the publicly disclosed Technical Project Lead (TPL) document, JUUL used United States Pharmacopeia (USP)-grade naturally derived nicotine, with a reported purity of ≥99.8%. This level exceeds many pharmaceutical standards and sets a clear benchmark for consistency in inhalable nicotine products.

The documentation outlines detailed impurity profiling, covering compounds such as nornicotine, anabasine, cotinine, and β-nicotyrine—all of which are considered critical from a toxicological perspective. JUUL not only identified these compounds individually but also provided quantification data demonstrating levels well below FDA thresholds. Importantly, these impurities were monitored under ICH Q3A and Q3B guidelines, reflecting the same level of quality assurance expected in pharmaceutical submissions.

Jiang Li confirms that such stringent impurity control is one of the defining challenges for nicotine ingredient manufacturers. “FDA cares not just about how pure the nicotine is, but about what remains in the other 0.2%,” he notes. “Some chiral by-products or thermal degradation compounds—even in ppm-level quantities—can shift a product from low-risk to unacceptable.” He explains that Heno Bio’s natural nicotine is processed through multi-stage purification steps that achieve impurity levels compliant with or surpassing JUUL’s disclosed thresholds.

Beyond composition, FDA placed significant weight on product stability. JUUL’s submission included 12-month real-time and accelerated stability studies at 25°C/60% RH and 40°C/75% RH. These assessed changes in nicotine concentration, pH, and impurity formation over time. Results showed minimal variation, supporting FDA’s confidence in JUUL’s batch-to-batch consistency and shelf-life claims.

Jiang Li emphasizes that the molecular configuration of naturally derived nicotine—being(S)-nicotine—contributes significantly to this stability. “Unlike some synthetic routes that yield racemic mixtures or D-isomers, natural nicotine avoids configurational drift and degradation under ambient conditions.” According to Heno Bio’s internal data, their nicotine retains ≥99.5% structural integrity under similar long-term storage conditions.

In FDA’s eyes, a stable nicotine formulation is not only a manufacturing strength—it is a public health requirement. For any new tobacco product aspiring to pass PMTA, nicotine is not just an ingredient. It is a signal, a benchmark, and increasingly, a regulatory asset.

Heno Bio’s Vision for Compliance

Heno Bio has consistently taken the lead in regulatory compliance—both domestically and internationally. In China, it was among the earliest nicotine manufacturers to adopt full compliance with local standards. In the U.S., it is one of the first nicotine ingredient suppliers to file a Tobacco Product Master File (TPMF) with the FDA.

For Heno Bio, JUUL’s approval is not just a case study—it’s a benchmark to act upon. “We see JUUL’s PMTA as a new regulatory baseline,” says Jiang Li,“It sends a message to all upstream suppliers: if you’re not ready to meet this standard, you may be left behind.”

Heno Bio has already submitted a Tobacco Product Master File (TPMF) to the FDA, covering not only its production facilities but also product data and toxicological research. The company is building ingredient portfolios tailored to PMTA applicants, including “JUUL-grade” nicotine for ENDS and “ZYN-grade” options for pouches.

“Our goal is not just to supply nicotine, but to become a long-term partner in next-generation, compliance-driven nicotine products,” says Jiang Li. “We aim to deliver a value proposition centered on safety, health, sustainability, and satisfaction.”

Cover image source: AI-generated