E-liquids, commonly known as vape juice, play an essential role in any vaping setup. Used in vape kits and pod devices, these refillable liquids are heated to create the flavour and vapour you inhale. Within our range of e-liquids you'll find a wide choice of nicotine strengths and PG/VG ratios, making it easy to find a vape juice that suits your vaping style. You're also spoilt for choice with over 2,000 flavour profiles, including fruit, dessert, tobacco and menthol options, as well as a wide selection of e-liquid types, from nic salts to shortfills, and bottle sizes ranging from 10ml to 100ml.
Shop e-liquids online from £1.20 a bottle, with FREE next-day UK delivery on orders over £20.
E-liquid (also known as vape juice or vape liquid) is the refillable liquid used in vaping devices, which when heated, creates the vapour that you inhale. It’s available in a range of nicotine strengths, PG/VG ratios, and formats, allowing you to tailor your vaping experience to suit your device and inhale style. Some e-liquids contain nicotine, while others are nicotine-free.
When you're buying vape liquid, you’ll need to consider the vape kit you're using, how much nicotine you want, and which flavours you actually like. Different e-liquids work better with different setups and inhale styles, so matching the liquid to your vape kit is the biggest thing to get right. Get it wrong and you’ll be stuck with weak flavour, burnt coils, or just a poor vaping experience overall.
Once that’s sorted, you’ll need to consider your previous smoking habits to determine the right nicotine strength, and finally (the most enjoyable part) choosing a vape juice flavour.
How E-Liquid Works in a Vape
When you activate your vape, the coil heats the e-liquid absorbed into the cotton wick and turns it into vapour.
Different e-liquids behave differently when heated, largely due to their VG/PG ratio. Thinner liquids vaporise more easily, while thicker liquids require more heat. Getting the right PG/VG match for your device helps deliver cleaner flavour, smoother vapour, and prevents coils from burning out too quickly.
What's in E-Liquid?
E-liquids are made from a few core ingredients: a base liquid (PG/VG), flavourings, and optional nicotine.
Propylene glycol (PG)
PG is a clear, flavourless liquid that has a similar viscosity to that of water. PG is the ingredient within e-liquid that gives a throat hit and also serves to carry the flavour.
Vegetable glycerine (VG)
Vegetable Glycerin is a much thicker consistency and is made from a vegetable base. Non-toxic, VG has a sweet taste and is the ingredient within e-liquid that’s responsible for producing the vapour itself.
Food-grade flavouring
Used to create diverse tastes from tobacco to complex desserts. These flavourings are formulated specifically for vaping and inhalation.
Nicotine (optional)
Added to e-liquid at a variety of strengths, from 3mg to 20mg, in standard or salt-based form.
Distilled Water
Used in very small amounts in specific blends to thin the liquid and to improve wicking.
Choose the Right VG/PG Ratio
PG and VG are used as the base ingredients in e-liquids, mixed in different proportions to suit different vape kits and inhale styles.
Higher PG e-liquids are usually used in lower-powered, mouth-to-lung devices as their thinner consistency is easier to vaporise. High VG e-liquids are designed for more powerful e-cig kits, as the thicker liquid consistency means it takes more heat to evaporate.
How to Choose the Best E-Liquids for Your Setup
To get the best performance from your device, it’s important to match the VG/PG ratio to your coil and power level. Higher-resistance coils (usually 0.8Ω and above) work best with thinner e-liquids, while lower-resistance coils (below 0.6Ω) are designed for high-VG liquids used in sub-ohm vaping. Getting this balance right helps ensure efficient wicking, consistent flavour, and coils that last longer.
Explore Our E-Liquid Range
50/50 E-Liquids (Balanced PG/VG)
Classic throat hit
Higher nicotine options
Ideal for starter kits
Best suited to lower powered MTL style kits, for instance pod kits or MTL starter kits. For plus ohm MTL coils (1 ohm or more), we recommend to always use a 50/50 ratio e-liquid. These are the most popular types of e-liquid for beginner vapers, as they closely replicate the sensation of a cigarette and are available in strengths of up to 18mg.
Designed to be used with sub-ohm tanks and higher powered vape kits. VG is a thick, sweet liquid and will provide you with denser clouds of vapour and intense flavour. The thicker consistency of high VG liquids means that a plus ohm (MTL) coil cannot properly absorb the liquid, and in turn will give a poor vaping experience. Sub-ohm liquids generally will not come in a strength higher than 6mg.
Nic salts vaporise at a lower temperature, so are also great in lower powered MTL kits. They are made using a salt-based nicotine in place of standard nicotine. The salts help to give a much softer throat hit even at higher strengths. Nic salt e-liquids are commonly available in either 10mg or 20mg strengths, and in a 10ml bottle size.
These are nicotine free e-liquids and come in larger bottles which are only 80% filled with liquid. Shortfill e-liquid is available in both high PG and high VG options. With the remaining space, you can add a nicotine shot to the bottle to create a nicotine containing e-liquid.
If you’re unsure how many nicotine shots to add, our nic shot calculator can help you reach your desired strength.
Bar salts are a type of nic salt e-liquid, that use higher amounts of flavour concentrate to provide a bold, disposable-style flavour profile. They’re designed for everyday pod vaping and mouth-to-lung inhale styles, usually in higher nicotine strengths.
Hybrid nicotine blends combine freebase and nicotine salts to balance smoothness with a more noticeable throat hit. They’re typically used in pod kits and mouth-to-lung vape kits, offering a middle ground between salts and freebase nicotine.
Nic-salts were a game changer for me when I was switching from disposables. If you’re unsure what nicotine strength to use, starting higher can feel more satisfying before gradually stepping down if you choose.
What Strength Vape Liquid Should I Use?
Our e-liquid range is available in strengths from 0mg to 20mg. Choosing the right nic strength is an important decision when buying e-liquid for the first time. The right strength depends on your previous smoking habits, how often you vape, and the type of device you’re using.
Light smokers who only have a few cigarettes a day should go for a 3mg or 6mg strength.
Moderate smokers who get through up to a pack a day should start at a 12mg level.
Heavy smokers going through a pack a day and over should look at 18-20mg strengths.
Vape juices are also available in nicotine-free (0 mg) options.
Can’t decide on a vape juice flavour? Think about what you like to eat and drink. If you love sweet coffees or colas, try dessert or soda notes. Like citrus? Go for lemon, lime, or mixed berry. If you smoked menthols, start with tobacco menthol or straight menthol.
What Are the Best Vape Juice Flavours?
Finding your all-time favourite flavour is one of the most enjoyable parts of vaping. Once you’re comfortable with your setup, you can start exploring a wider range of e-liquid flavours.
Vape liquid flavours range from classic tobacco and menthol to fruit, dessert, bakery, and drink-inspired blends. With such a massive range available, there’s no single right choice. Flavour preference is personal and often changes over time.
Many vapers rotate flavours throughout the day to avoid flavour fatigue, especially when using refillable pods or tanks. If you enjoy trying new profiles, sampling different flavours from a premium quality e-liquid brand can be a good way to find blends that suit your taste and vaping style.
Vape juice, e-liquid and vape liquid all refer to the same flavoured liquid used in vape kits and pods to produce vapour.
How much do vape juices cost?
Vape juice prices range by brand, bottle size and mix. At Vape Superstore, 10ml e-liquids start from £1.20 for ranges like 88Vape, with most premium 10ml bottles typically priced around £2.95 RRP and up. Larger shortfill bottles cost more upfront but usually work out cheaper per ml, especially if you add your own nic shots. Multi-buy deals are one of the easiest ways to reduce the cost once you’ve found flavours you enjoy.
How long does a 10ml bottle of e-liquid last?
This depends on your device and how often you vape. Many pod kit users go through around 1–2ml per day, meaning a 10ml bottle can last roughly 5–10 days. Sub-ohm devices typically use more liquid due to higher vapour production.
What’s the difference between 10ml bottles and shortfills?
10ml bottles are pre-mixed with nicotine (up to 20mg) and are ready to vape straight away. They are best suited to pod kits and mouth-to-lung devices. Shortfills come in larger bottles, such as 50ml or 100ml, and do not contain nicotine. They are designed to leave space for adding nicotine shots and are typically used with sub-ohm kits that handle thicker, high VG liquids. Shortfills usually offer better value per ml.
Are nicotine salts stronger than regular e-liquid?
Nicotine salts are not stronger in terms of nicotine content, but they often feel more satisfying. Nic salts absorb more efficiently than regular nicotine, so a 10mg nic salt can feel similar to a higher-strength freebase e-liquid for some users. They also provide a smoother throat hit, which is why many ex-smokers prefer them.
Can I vape e-liquid with no nicotine?
Yes, you can vape e-liquid with no nicotine at all. We stock a wide range of nicotine-free e-liquids, including 0mg shortfills and selected 10ml bottles. Nicotine free vape juice is ideal if you’ve already reduced your nicotine intake or simply enjoy vaping for flavour and vapour without nicotine.
What are the best e-liquid brands?
At Vape Superstore we stock many premium quality e-liquid brands, with popular choices include Bar Juice 5000, ELFLIQ by Elf Bar, Vampire Vape, Riot Squad and Doozy. Different brands specialise in different formats, such as nic salts, shortfills or 50/50 blends, so it’s worth trying a few to find what works best for you.
Do e-liquids expire?
Yes, e-liquids have a shelf life, typically between 12 and 24 months if stored correctly. You’ll find the expiry date on the bottle. A change in taste, an unusual smell, or separation that doesn’t improve after shaking can indicate it’s time to replace the liquid. Slight darkening over time is normal and usually caused by oxidation, especially in nicotine-containing liquids exposed to light or air.
Are your e-liquids legal and compliant in the UK?
Yes. All e-liquids we sell comply with the UK Tobacco and Related Products Regulations (TRPR 2016) and are notified to the MHRA. This includes limits on bottle size and nicotine strength, child-resistant and tamper-evident packaging, and full ingredient and batch traceability. We only stock legal, compliant vape liquids from globally recognised manufacturers.
This content has been reviewed by the Vape Superstore team in line with our Editorial Policy, drawing on over a decade of experience retailing nicotine products in the UK. Information is provided to help adult customers make informed purchasing decisions.
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