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NJOY Returns to the U.S. Market After Three-Year Hiatus: What It Means for the E-cigarette Industry 🚀 NJOY’s return was quietly confirmed by U.S. customs listings, but the implications for the entire vape industry could be significant. Americans’ favorite e-cigarette brands-from JUUL and Elf Bar to Lost Mary and GeekBar-are competing fiercely. After more than three years away from the American market on a voluntary withdrawal agreement with the FDA,