Jull's standard Silicon Valley success – fat profit margins, explosive growth, and cultural cassettes also have all the attributes of making the name a verb.
But the three-year-old start-up is not a simple technical company: it sells addictive e-cigarettes.
Its popularity among adolescents has triggered reactions from the authorities and in the last month's announcement, it will join forces with Allyria, which makes Marlboro cigarettes, making this controversy overwhelming.
So how did the company increase worth $ 38 billion (£ 30 billion) worth?
How did the company start?
Jull shares the original story with different Silicon Valley companies.
Founder Adam Bowen, 43, and James Monsiee met at the Graduate School at Stanford University in the early age of 38, 2000, where they studied manufacturing designs.
The smokers themselves, they went looking for a way to make cigarettes less carcinogenic and making false scent and more socially acceptable.
They founded their company Pax Labs in 2007 and spent a decade working on Vap Products before Jull began in 2015.
This device is often compared to an unusually long flash drive, it burns the liquid contained by the pod, which tastes like tobacco, mint and mango, and equals nicotine equivalent to the cigarette pack.
How big is Jul?
In 2017, Packs Labs expands Jull as an independent company and since then the company's development has been astonishing.
Analyst estimates, in 2018, alone, there were approximately 1,500 expansion from 225 employees, which was more than three times the sale.
The company now claims some 70% of the US e-cigarette market, according to some analysts estimates, it will be put on track to earn more than $ 2 billion in sales this year.
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US, UK, Germany and France Jull also sells in seven other countries.
With the Altiana deal to buy a 35% stake in Jull, the company got value of more than $ 38 billion – in July its value doubled to $ 16 billion during its recent financing round.
According to Forbes, the deal was made by Jul's two co-founders billionaire. He also arranged for his early three years with the market value of public listed companies like Ford and Delta Airlines.
What is special about Jule?
The company does not use the tobacco-burning process of traditional cigarette cancer.
But the US In, Jull Foads deliver more nicotine than many competitor e-cigarette brands – a firm that was used to help smokers switch their products.
The addiction quality is one of the reasons why it has taken so much.
Analysts have highlighted the flaws, intelligent sizes, and easy-to-use features, while critics have blamed the youth for making the initial advertising campaign guilty of making a "cool" factor adopted.
Focusing on Jull's financial prospects, investors have stressed that its products are cheaper than cigarettes and have higher profit margins.
Why is this matter?
According to the Centers for Disease Control and Prevention, cigarette has 38 million adult people smoking in the United States, although the number is declining. In 2005, the percentage of adult smokers dropped from 21% to 15.5% in 2016.
Just how much of it is that e-cigarettes are not completely clear.
But Jull – who has a definite goal of changing the traditional cigarette – argues that its growth is not coincident with a sharp drop in cigarette sales.
Instead of using about 25% to 45% of cigarettes in Jull's sales, Piper Jafre could change analysts' estimates.
That trends have enough chances of paying the top dollar to Altria.
"Even though we talk about johul [Altria] At Barrels, our view was the best decision [Altria] Bullet intimidation [and] Bonnie Herzog, Managing Director of Wells Fargo Securities, wrote in a note to clients that participants should participate in Junkulk instead of the risk of potential reducing risk.
At a call with investors, Alteria boss Howard Willard said that he believed that Jull was worth the price, taking into account that Altiya oversaw the company's development for some time.
He said, "What happened always exceeded our optimistic growth projections."
Will Juhul continue to develop?
Due to an alliance with Allyeria, Julu benefits from bringing its products to more stores in the US and the lobbying operations of Altria.
After the company entered the country for the first time in 2018, there is a plan to plan an international international expansion.
But there are many uncertainties ahead.
US In, where the authorities have pronounced the use of e-cigarette e-cigarette as a "pestilence", Jull has announced a measure to control their use of small buyers, including suspending the sale of some of its popular flavors – such as carry, cream and cucumber. Is there. Stores
US The company under investigation by the Food and Drug Administration (FDA) also shut down social media accounts and paid $ 30 million for research and youth and parental education.
In abroad, the company faces various regulatory challenges – restrictions on nicotine levels in some markets, including the UK, which make its pods less typical than competing e-cigarettes.
US In, Jule sells fodder which has 5% of the weight by nicotine – more than many of its competitors – while in places like the EU it is limited to 1.7%.
While analysts say that the company's profits margin on its products is above traditional cigarettes, it is the least part because it is free from the types of tax on traditional tobacco.
Morgan Stanley analyst Pamella Kaufman said that despite the fact that at the time of Alteria's decision for the strategic investment of the show, there are risks of "potential for further FDA regulation".