purpose, not just product
There are 682+ million smokers, worldwide. Our mission is to help them move to better through smoke-free alternatives that are safer, cleaner, and made with the kind of care typically reserved for medicine.
But product alone doesn’t move the world forward. Principles do. That’s why impact guides every decision we make; from how we source, to how we produce, market, and grow.
We’re not just here to play. We’re here to lead. Because changing the category requires changing how the category behaves.
Doing right isn’t an initiative.
It’s the Essential infrastructure.
YOUTH PREVENTION 01
Guided by a core rule of never marketing to those who shouldn’t be using it which means no teen-facing flavours, no influencer strategies, no quick wins.
PLEDGE TO HARM
REDUCTION 02
Every product we create is made for one purpose: to offer better. No smoke. No combustion. No mysteries. Just better that’s, backed by science + designed for a smoke-free future.
GLOBAL REGULATORY
ASSURANCE 03
Registered across major global markets and built to meet diverse jurisdictional standards, we prepare for audits before we’re asked, because being compliant is table stakes. Leading is the goal.
CERTIFIED FACILITIES 04
1. ISO 9001, ISO 13485 aligned manufacturing
2. Full GMP compliance across production
3. Independent batch testing
4. Complete traceability
100%
OF OUR PRODUCTS
zero
UNDISCLOSED INGREDIENTS
24-HR
BATCH MONITORING
TO THE ENVIRONMENT
Sustainable Sourcing
every ingredient, extract, and component is consciously chosen for precision that’s powered by sustainability. We pride in direct supplier relationships because we understand the corelation of better visibility with lower impact.
Responsible Operations
our facility runs optimized sterile room systems that reduce material waste by over 30% vs. traditional methods. Backed with minimalist, durable, recyclable-first design for all our product packaging.
Continued Evolution
we re-audit our systems every quarter to lower emissions, minimize inputs, and keep improving because sustainability isn’t a box to tick, it’s the foundation of our operations.
People-first culture
Empowering local communities
Raising industry benchmarks
Transparent dialogue
TO THE PARTNERS
Supply chain
integrity
Anti-corruption policy
Fair market
practice
Balanced stakeholder strategy
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