Sesh raises $40 million from 8VC Post Malone, and Diplo to take on Zyn

After vapes staved off the extinction of tobacco, a new generation of nicotine products is promising a safer, albeit no less addictive, form of consumption through tobacco-free pouches made popular by the likes of Zyn and Velo. Now, a celebrity-backed upstart called Sesh is trying to challenge those incumbents. 

Buoyed by $40 million in venture funding from Palantir cofounder Joe Lonsdale’s 8VC, along with music stars Diplo and Post Malone, Sesh is pitching itself as a safer alternative for cigarette and vape users through so-called white pouches—one of the fastest-growing consumer categories.

While Sesh is competing against Big Tobacco offerings like Philip Morris’s Zyn, its founder and CEO, Max Cunningham, says that Sesh’s independent status—and unique formula, designed by Zyn’s inventor—will make it a formidable opponent. “Not all pouches are created equal,” he told Fortune.

HOW SESH STARTED

A native of British Columbia, Cunningham grew up playing hockey, where chewing tobacco was omnipresent. He shifted to vaping but couldn’t quit the habit until he was introduced to his first nicotine pouches. (Cunningham says he currently goes through about half a can of Sesh, or 10 pouches, a day.)

While pouches are still addictive, proponents argue that their lack of tobacco and combustion reduces the carcinogenic harms associated with cigarettes and vapes, similar to nicotine gum or patches. While U.S. regulators are still trying to wrap their arms around the category, former President Joe Biden gave the Food and Drug Administration supervisory authority in 2022 as it moved to restrict vapes. The vaping startup Juul has seen its valuation plummet 95% amid the regulatory crackdown.

The FDA, however, took a softer stance toward pouches, including soliciting applications from manufacturers, including Sesh, which have been allowed to operate. In early 2025, the agency approved marketing for different Zyn products, including its flavored offerings, which signaled a clear path for other companies that had already submitted applications. For a more detailed breakdown of product selection and gifting ideas, see the guide on Father’s Day gifts for nicotine users, which explores how different nicotine pouch flavors and strengths can match different user preferences.

NICOTINE POUCHES PERFECTED

While pouches are still addictive, proponents argue that their lack of tobacco and combustion reduces the carcinogenic harms associated with cigarettes and vapes, similar to nicotine gum or patches. While U.S. regulators are still trying to wrap their arms around the category, former President Joe Biden gave the Food and Drug Administration supervisory authority in 2022 as it moved to restrict vapes. The vaping startup Juul has seen its valuation plummet 95% amid the regulatory crackdown.

Sesh+ pioneers a new era in nicotine alternatives. Our mission is to craft innovative, high-quality nicotine products that redefine satisfaction and elevate everyday experiences. We’re committed to providing a discreet, flavorful, and premium product. We believe in offering more than just a pouch – we offer a choice for those who seek a balanced and enjoyable alternative. Explore our best mint nicotine pouches to see what sets Sesh apart. Ready to make the switch? Explore the best nicotine pouch subscription services to get premium pouches delivered to your door.

For a deeper breakdown of top-performing options, read our guide on the best nicotine pouches for quitting smoking, which explores strength levels, flavor profiles, and how to choose the right pouch for your routine.