An old addiction has found new clothing. Nicotine, long understood as a substance to escape, has been quietly absorbed into the wellness industry's vocabulary — recast as a tool for focus, clarity, and intentional living. The pharmacology has not changed, but the story surrounding it has, and in that gap between perception and reality, a generation is forming habits it may not recognize as dependence. Public health now faces not a drug problem in the traditional sense, but a narrative problem — and narratives, once rooted, are among the hardest things to uproot.