( CNN) The year was 2004, and James Monsees and Adam Bowen couldn’t stop making smoking fragments during a brainstorming discussion for their joint master’s thesis at Stanford University’s design school. It was during one of these snaps that they decided: Why not create a better practice to deliver nicotine?

Eleven years later, they launched Juul, a device that sacrifices customers a flavored nicotine give without the smell and fume of combustible cigarettes. It’s an e-cigarette, which makes it doesn’t burn tobacco but rather generates an aerosol by heating a liquid that contains nicotine.

Juul, along with many other e-cigarette products, has discovered a lieu in a multibillion-dollar market. According to a Bloomberg reportfrom late June, Juul assures 68% of the e-cigarette grocery. In 2016, 3.2% of US adults were current e-cigarette smokers while 15.5% smoked incendiary cigarettes according to the National Health Interview Survey. Younger adults were more likely to vape than older ones.