Nicotine often carries a heavy stigma. But what if the problem isn’t the compound itself—but how it’s delivered? In this interview, we sit down with Nicco Magnotto, co-founder of Nic Nac, a company redefining nicotine through science, clean ingredients, and human-centered product design.

What started as a personal health journey evolved into a deep dive into biohacking, addiction science, and the underexplored benefits of nicotine when consumed consciously.

With his brother and co-founder, Marco, Nicco has built a wellness-focused CPG startup that’s tackling one of society’s most controversial substances with curiosity and care.

About Nic Nac

Nic Nac was born from a bold idea: what if nicotine wasn’t the problem—just the way we consume it? Founded by two brothers on a mission to innovate for wellness, Nic Nac delivers clean, slow-release nicotine without the baggage of tobacco, synthetic sweeteners, or harmful additives.

Crafted with just six simple ingredients and housed in eco-friendly, plant-based biodegradable tins, Nic Nac is designed to elevate your day—not hijack it.

Whether you're seeking mental clarity, a ritual to replace smoking, or a better-for-you way to take a pause, Nic Nac helps you crush the vice, not the compound.

🧠 Flow-state focused
🌿 Non-GMO + No microplastics
🦷 Xylitol for oral health
🇺🇸 Family-owned & Made in the USA

Q&A with Nicco Magnotto, Co-Founder of Nic Nac

What led you to start Nic Nac?

Nicco: It started with migraines. I had terrible, recurring migraines that pushed me to take control of my health. That opened the door to biohacking—cutting seed oils, experimenting with sleep, cold exposure, you name it.

Eventually, I came across the idea that nicotine, when isolated from harmful delivery methods, might actually be beneficial. That idea stuck with me. So my brother and I started experimenting.

What was the biggest insight from your research on nicotine?

Nicco: That nicotine isn’t the enemy—the delivery method is. Smoking, vaping, and even most pouches release nicotine rapidly, which spikes dopamine and creates addictive cycles.

But slow-release nicotine triggers more acetylcholine, a neurotransmitter tied to focus, creativity, and memory.

That’s what we designed Nic Nac to do: provide clean, controlled delivery for mental performance—without the spike and crash.

You mentioned “clean nicotine.” What does that mean?

Nicco: Clean nicotine is about more than just the compound. Traditional pouches are filled with harmful additives—synthetic sweeteners, preservatives, tobacco-derived materials. Nic Nac strips that away.

No fillers, no toxic binders. Just pharmaceutical-grade nicotine, natural sweeteners, and essential oils. It’s nicotine elevated to wellness-grade.

What makes it so hard to change someone’s nicotine habit?

Nicco: Habits are rituals. People don’t just crave nicotine—they crave the routine. The same pouch at the same time of day. That creates deep behavioral grooves.

So we had to build a product that not only felt good and worked—but respected those rituals. Convincing someone to switch isn’t just about better ingredients—it’s about designing a better habit.

From your perspective, what’s the right dosage for productivity without dependence?

Nicco: Everyone’s physiology is different, but generally speaking, microdosing nicotine—around 1mg to 2mg in a slow-release form—is optimal for cognitive enhancement.

It’s like a low hum of energy instead of a jolt. Too much, and you cross into overstimulation or dependence.

The goal isn’t to get high—it’s to hit flow state.

Building in the CPG space is no joke. How did you approach it?

Nicco: Yeah, it’s intense. Product development is a long game—especially when you’re inventing a new category. We spent years refining formulations, testing with friends (human guinea pigs!), and figuring out how to scale.

And you’re not just up against other startups—you’re competing with massive incumbents who’ve engineered their products to be irresistible.

But that’s also what makes it exciting.

There’s room for real innovation.

Did you ever consider building something else?

Nicco: There was definitely a moment where we thought, “Why not build something without a stigma?” But in the end, we were too passionate.

This product solves a problem that millions of people face—and we believed we could do it better, cleaner, and with purpose.

That made it worth it.

What does the future of Nic Nac look like?

Nicco: We’re heads down building. Over the next few years, we want to expand access, educate consumers, and build trust.

We’re not trying to make nicotine cool.

We’re trying to make it safe, intentional, and useful for the people who are already using it—or would benefit from it if given the right format.

Key Takeaways

• Nicotine ≠ Smoking: The compound has potential benefits when delivered properly.
• Slower is Smarter: Slow-release = more acetylcholine, less dopamine = lower addiction potential.
• Clean Nicotine Matters: Remove the junk. Keep the benefit.
• Habit Rewiring is Hard: Success comes from designing better rituals, not just better products.
• Entrepreneurship is Biohacking, Too: The journey is full of trial, error, and self-experimentation.