A new wave of wellness influencers, biohackers, and MAHA-aligned creators are promoting nicotine pouches, patches, gums, and lozenges as cognitive enhancers.

The claim, from influencers like Dave Asprey, goes like this: Nicotine can help you focus, make you sharper, more alert, more productive, and more locked in. And, unfortunately, this is the exact kind of thing the internet is designed to make irresistible, since it’s rooted in a shred of truth and then blown out of context. Like, remember mouth taping and color analysis?

Doctors told The New York Times that many claims around nicotine are exaggerated or misrepresent the research. It’s both a stimulant and a relaxant, and really can make people feel more alert. Some studies have shown nicotine may have potential benefits in very specific medical contexts, but with the tobacco industry funding many studies, things can be a little murky here.

And notably, over time, people can build a dependence on nicotine. In any given year about half of all smokers try to quit, but only six percent actually accomplish that. Eventually, the thing that initially makes you feel "locked in" can become quite literal.

In this episode of Mashable's Trending Now series, Christianna Silva and Teodosia Dobriyanova unpack this eyebrow-raising trend.