Celebrities Using Nicotine Pouches: Who Is on Board and Why

A few years ago, nicotine pouches were a niche Scandinavian product that most people outside Sweden and Norway had never heard of. Today they are turning up on podcast sets, in NFL sideline footage, at Formula 1 paddocks, and in the pockets of some of the most recognizable faces in entertainment. The little white pouches have gone from obscurity to cultural moment, and celebrity adoption has played a major role in that journey.

This is not a coordinated marketing push. Nicotine pouches cannot be directly endorsed by celebrities under most advertising regulations. What has happened instead is more organic — high-profile individuals have been seen using them, talking about them openly, and in some cases building entire businesses around them. Here is a look at who is using nicotine pouches and what is driving the shift.

Joe Rogan and the Podcast Effect

If one person deserves credit for putting nicotine pouches on the cultural radar in the United States, it is Joe Rogan. The host of The Joe Rogan Experience, the most listened-to podcast in the world, has been spotted using ZYN pouches on camera during episodes. Rogan has never hidden his interest in performance optimization — his show regularly covers nootropics, supplements, training protocols, and unconventional health practices. Nicotine pouches fit naturally into that conversation.

When Rogan uses a pouch during a three-hour conversation with a guest, millions of viewers notice. He has discussed the focus-enhancing properties of nicotine on multiple occasions, framing it as a tool rather than a vice. That distinction matters. For the enormous audience of men aged 18 to 45 who follow Rogan’s content, seeing him casually reach for a pouch normalizes the product in a way that traditional advertising never could.

Fellow podcasters and UFC commentators Matt Serra and Joey Diaz have also been open about their use of nicotine pouches, further cementing the product’s presence in the combat sports and podcast ecosystem that Rogan helped build.

Tucker Carlson — From User to Brand Owner

Tucker Carlson’s relationship with nicotine pouches took an unusual turn. The political commentator was one of the most vocal public figures in support of ZYN, praising the pouches for their ability to sharpen focus and replace less healthy habits. He discussed his use openly and became something of an unofficial ambassador for the brand.

Then, in late 2024, Carlson took things a step further. Rather than simply endorsing an existing product, he launched his own nicotine pouch brand — ALP Nicotine Pouches. The move made headlines and underscored just how mainstream the product category had become. When a media figure with an audience of millions decides the market is worth entering personally, it signals that nicotine pouches have moved well beyond a passing fad.

Hollywood Takes Notice

The entertainment industry has its own history with nicotine pouches, though the connection often flies under the radar. Brad Pitt, one of the most famous actors on the planet, reportedly turned to snus as part of his effort to quit smoking. For someone whose career depends partly on physical appearance and stamina on long film shoots, eliminating cigarette smoke while retaining nicotine made practical sense.

Ashton Kutcher, the actor and prolific tech investor, was photographed by the Daily Mail purchasing snus during a trip to Copenhagen. Kutcher’s dual identity as a Hollywood figure and Silicon Valley insider makes him a fitting bridge between the entertainment world and the tech-driven biohacking culture where nicotine pouches have found a passionate following.

Actor Josh Brolin added another data point in November 2024 when he publicly revealed that he had switched to nicotine pouches after experiencing dental problems from using nicotine lozenges. For Brolin, pouches offered a more comfortable and discreet way to manage nicotine intake without the downsides he had encountered with other products.

The Rock Star Connection

Slash, the legendary Guns N’ Roses guitarist, deserves a mention in any conversation about celebrities and snus. During a Swedish radio interview, Slash called snus “the best discovery in the world.” Coming from a musician who spent decades in an industry synonymous with smoking, that endorsement carried real weight among fans. The late Swedish DJ Avicii, one of the biggest names in electronic music, was also a known snus user — a reflection of how deeply the product is woven into Swedish culture, even among its most internationally famous exports.

Professional Athletes Leading the Way

Sports have become one of the most visible arenas for nicotine pouch use. Jamie Vardy, the Leicester City and England striker, became the face of footballer nicotine use when he was photographed with a can of Thunder Ultra Strong snus during Euro 2016. He later wrote about using pouches for relaxation in his autobiography. Since then, a Loughborough University study found that roughly one in five professional footballers in England now use nicotine pouches.

Across the Atlantic, NFL quarterback Baker Mayfield made headlines in October 2024 when television cameras caught him with a ZYN pouch clearly visible under his lip during a game. The moment sparked instant social media debate and introduced the product to a massive American football audience that may not have been paying attention before.

In motorsport, Finnish Formula 1 legend Kimi Raikkonen has been regularly photographed with snus or nicotine pouches, consistent with the strong Scandinavian tradition around the product. Golf has its own high-profile user in Brooks Koepka, who has been seen using ZYN during professional tournaments — a sport where focus and nerve control are everything.

Robert F. Kennedy Jr. and the Political Crossover

In one of the more surprising moments of 2025, Robert F. Kennedy Jr. was caught on camera during his Senate confirmation hearing appearing to place a nicotine pouch under his lip. The footage went viral almost immediately. Regardless of one’s political views, the image of a public health figure using a nicotine product during a formal government proceeding added yet another layer to the cultural conversation around pouches.

Why Celebrities Are Making the Switch

The reasons celebrities give for using nicotine pouches mirror what everyday users report, but the pressures of public life add extra dimensions. For performers, athletes, and media personalities, the appeal breaks down into a few core areas.

Discretion is a major factor. Unlike cigarettes or vapes, a nicotine pouch is essentially invisible. There is no smoke, no vapor cloud, and no device to hold. A pouch can be used during a podcast recording, on a film set between takes, in a stadium dugout, or during a live television broadcast without anyone noticing unless a camera catches it at just the right angle.

Performance matters too. The cognitive effects of nicotine — improved alertness, sharper focus, and faster reaction times — are well documented in research. For people whose careers depend on being mentally sharp for extended periods, whether it is a four-hour podcast, a 90-minute football match, or a 12-hour film shoot, that edge is attractive.

Then there is the health calculation. Many of these celebrities were previously smokers. Switching to a tobacco-free nicotine pouch eliminates the combustion, tar, and thousands of toxic compounds associated with cigarettes. It is not a risk-free product — nicotine remains addictive — but for someone already consuming nicotine, removing the smoke from the equation is a significant step in the right direction.

The Ripple Effect on Consumer Culture

Celebrity use of nicotine pouches has had a measurable impact on public awareness and demand. ZYN, the market leader in the United States, saw its sales surge past one billion dollars in 2024, with analysts pointing to organic celebrity visibility as a key growth driver. Social media platforms are filled with clips of Rogan, Mayfield, Carlson, and others using pouches, each clip functioning as unintentional promotion viewed by millions.

This ripple effect extends to the retail side. As more people become curious about the products they see their favorite athletes and entertainers using, demand for a trusted source to explore brands, strengths, and flavors grows alongside it. Retailers like The Snus Outlet have seen this firsthand, as consumers arrive looking for the same products they have spotted on screen or heard discussed on their favorite podcast.

Whether the celebrity nicotine pouch trend continues to grow or eventually plateaus, its impact on the market is already undeniable. What was once a quiet Scandinavian habit is now a global product category with some of the world’s most famous faces attached to it — and that kind of visibility does not fade quickly.