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About E-Liquid
Everything You Need to Know About E-Liquids
From nicotine strengths and device compatibility to flavour profiles and liquid types, this guide covers the essentials for choosing a vape liquid that works with your kit and your preferences.
1,800+
Flavours
80+
Brands
From £1.20
Per bottle
What is E-Liquid?
E-liquids (often called vape juice or vape liquid) are the foundation of every vaping experience, determining the flavour, throat hit, and nicotine delivery of your refillable vaping device. The liquid sits inside a tank or pod where it is absorbed by a cotton wick inside a metal coil; when you activate your device, the coil heats and turns the liquid into vapour which is inhaled.
In the UK, all nicotine-containing e-liquids must comply with TRPR regulations, which place strict limits on nicotine strength and restrict certain additives. All e-liquids sold at Vape Superstore are made using four core ingredients: propylene glycol (PG), vegetable glycerine (VG), food-grade flavour concentrates, and nicotine (unless you choose a nicotine-free option).
What are the different types?
At Vape Superstore we offer several different formats of refillable vape juice, each one designed to suit specific vape kits, nicotine preferences and inhale styles. Finding the right match for your device makes all the difference, and with so many great options, you're sure to find something you'll enjoy. Here are the most popular formats we offer:
50PG/50VG E-Liquid
50/50 liquids use an equal ratio of propylene glycol and vegetable glycerine, creating a thinner liquid that performs well in low-power MTL vape kits, including refillable pod kits and MTL starter kits.
The higher PG content delivers a noticeable "throat hit," a sensation many ex-smokers look for. They remain a staple for customers who prioritise that familiar feeling over intense flavour or large clouds.
These liquids work best with coils around 0.8Ω or higher and are available in a wide range of strengths up to 18mg nicotine.
Browse 50/50 liquids →
Most popular
Nic Salt E-Liquids
Nicotine salt e-liquids are formulated to deliver nicotine smoothly, even at higher strengths. This allows users to vape 10mg or 20mg without the harsher throat hit associated with traditional freebase nicotine.
Like 50/50s, nic salts are also mixed to a 50PG/50VG ratio so they are best used with refillable MTL pod kits.
Nic salts have grown rapidly in popularity in recent years, especially as many vapers move away from disposable devices and look for refillable options that provide a similar level of satisfaction.
Browse nicotine salts →High VG E-Liquids
High-VG liquids are designed for sub-ohm tanks and high-powered vape kits.
With a higher percentage of vegetable glycerin, these liquids have a much thicker consistency that 50/50 blends. This thickness prevents the liquid from flooding the large wicking ports on sub-ohm coils. The payoff is dense vapour production and a very smooth inhale.
Because these liquids require more power to vaporise efficiently, we would only recommend using these with kits operating with coils below 0.4Ω and higher wattage devices.
Browse high VG liquids →
Best value
Shortfill Vape Juices
Shortfills are large bottles of nicotine-free e-liquid, available in 50ml or 100ml formats. The bottle is only partially filled (80% capacity), leaving room to add a nicotine shot if desired.
Many regular vapers prefer shortfills because they offer significantly better value per millilitre compared to smaller bottles. They are most commonly used with sub-ohm devices where higher liquid consumption makes larger bottles more practical.
Browse shortfills →Bar Salt Liquids
Bar salts are nicotine salt e-liquids developed to replicate the bold flavour profiles popularised by disposable vapes.
These liquids often use higher flavour concentrations, delivering intense fruit and ice combinations designed for MTL vaping in pod systems.
Since the announcement of the UK disposable vape ban, bar-style salts have become one of the fastest-growing e-liquid categories as many customers transition from disposables to refillable pod kits.
Browse bar salt liquids →Hybrid Nicotine Liquids
Hybrid nicotine blends combine freebase nicotine with nicotine salts. The goal is to balance the smooth delivery of salts with the slightly stronger throat hit of freebase nicotine.
They are commonly used in pod kits and MTL setups where users want a consistent nicotine experience without excessive harshness.
Browse hybrid nicotine →How to Choose the Right Nicotine Strength
Selecting the right nicotine strength plays a major role in how satisfying vaping feels, particularly for people switching from cigarettes.
Nicotine within e-liquids helps replace the nicotine previously obtained from smoking, so starting with the correct strength can make the transition far more comfortable.
In the UK, nicotine-containing e-liquids are limited to 20mg (2%) strength and sold in 10ml bottles, while larger bottles are available nicotine-free and designed to be combined with nicotine shots.
From our experience helping customers make the switch from smoking, many people begin with 10mg or 20mg nicotine salts, especially when using refillable pod kits. Others prefer slightly lower strengths depending on their previous smoking habits. The guide below provides a simple starting point to help you choose the right nicotine strength.
Light smoker
1–5 cigarettes per day
3mg / 5mgfreebase / nic salt
Moderate smoker
Up to 10–14 per day
6mg / 10mgfreebase / nic salt
Heavy smoker
15+ cigarettes per day
12mg / 20mgfreebase / nic salt
Non-smoker
No prior smoking habit
0mgnicotine-free
If you're using a low-powered pod kit (0.8Ω+ coils), higher strengths such as 10mg or 20mg nic salts tend to feel more satisfying.
For sub-ohm kits (using coils below 0.6Ω), lower strengths like 3mg are generally recommended due to increased vapour production per puff.
Read our full nicotine strength guide for more detail.
Understanding PG and VG ratios
All vape liquids use a base of propylene glycol (PG) and vegetable glycerine (VG). The ratio between the two affects vapour production, throat hit and how the liquid performs inside your device.
High PG (50/50)
Higher-PG blends (such as 50/50) are thinner and vaporise efficiently at lower power levels. These are best suited to Mouth-to-Lung (MTL) kits which use higher-resistance coils, typically 0.8Ω and above.
High VG (70%+)
High-VG blends (typically 70% VG or higher) are crafted for vapers who love impressive clouds and a beautifully smooth inhale. Designed for powerful sub-ohm devices with coils below 0.6Ω, they produce larger vapour clouds and a smoother inhale, but require higher wattage to vaporise efficiently.
One of the most common issues new vapers experience is using a thick high-VG liquid in a small pod device. Because these coils cannot absorb thicker liquid quickly enough, it can lead to dry hits or burnt coils. Matching the PG/VG ratio to your device helps avoid this problem and keeps flavour consistent. Read our full PG vs VG guide for more detail.
Choosing a Flavour
One of the most exciting parts of vaping is the sheer variety of flavours waiting to be discovered, and with over 1,800 options available at Vape Superstore, there is plenty to explore. If you're just starting out, beginning with something familiar is a great way to ease in, and from there the possibilities are endless.
The most popular vape flavours include:
Most popular
Fruit
Strawberry, blueberry, watermelon and mixed berry blends dominate the UK market. Light, refreshing and endlessly varied, the most popular vape flavour by a significant margin.
Shop fruit flavours →Menthol & Mint
Icy, refreshing inhales ranging from spearmint to polar menthol. A natural choice for ex-menthol smokers and popular with vapers who want a clean, palate-cleansing profile.
Shop menthol flavours →Dessert & Bakery
Custard, vanilla, caramel and pastry-inspired blends. Rich and satisfying, particularly popular in high-VG shortfills where the sweetness carries well at lower wattages.
Shop dessert flavours →Tobacco
Classic and blended tobacco profiles for ex-smokers looking for a more familiar taste. Ranges from straight Virginia and Menthol Tobacco to more complex RY4 tobacco blends.
Shop tobacco flavours →Sweet & Candy
Sherbet, sour candy, bubblegum and gummy bear flavours with a nostalgic quality. One of our most popular flavour profiles which has grown from the rise of disposable vapes.
Shop candy flavours →Drinks & Soda
Cola, lemonade, iced tea, energy drink and cocktail-inspired blends. Bright, effervescent profiles that work well as an all-day vape or alongside fruit-based combinations.
Ice vs No Ice
Please note, if you're exploring our bar salts category, these vape juices include a subtle cooling effect even when "Ice" or menthol isn't mentioned in the flavour name. From our experience tasting a wide range of bar salt liquids, manufacturers often add a small amount of cooling agent to recreate the refreshing sensation found in disposable vapes. While many vapers enjoy this added freshness, those who prefer a completely non-icy vape may want to explore dessert or bakery blends, which are typically produced without cooling additives.
Browse our A–Z Vape Juice Flavour List to explore all flavours in one place.
Choose the Right Type for Your Vape Kit
Not sure where to start? Select your device type below and we'll show you the best vape liquid formats and top recommendations for your kit.
Best match
Nicotine salts or 50/50 e-liquids
Refillable pod kits typically use mouth-to-lung higher resistance coils which are designed for thinner liquids. Nicotine salts deliver a smooth throat hit and fast nicotine satisfaction at 5mg, 10mg or 20mg. 50/50 freebase liquids also work well if you prefer a harsher, more cigarette like throat hit.
⚠ Avoid high-VG shortfills (70VG and above). These are too thick for pod coils and will cause dry hits, burnt coils and poor flavour.
Our recommendations:
Lost Mary Blueberry Sour Raspberry5mg / 10mg / 20mg nic salt
ElfLiq Strawberry Raspberry Cherry5mg / 10mg / 20mg nic salt
Vampire Vape Heisenberg10mg / 20mg nic salt
Shop all pod nic salts →
No e-liquid needed
Prefilled pods (no liquid required)
Prefilled pod kits come with sealed, ready-to-use liquid pods. You do not need to purchase e-liquid separately, when the pod runs out, swap it for a new one. The pods come in a wide range of flavours and are available in 20mg nicotine salt strength as standard.
⚠ Do not try to refill a sealed prefilled pod. They are not designed to be opened and doing so risks leaking and damaging your device.
Shop prefilled pods →
Best match
50/50 freebase e-liquids
Vape pens and MTL starter kits use higher-resistance coils designed for thinner 50/50 PG/VG e-liquids. The balanced ratio wicks easily and delivers a strong, defined throat hit. Nicotine salts in 50/50 format also work well if you want a smoother experience at the same strength.
⚠ Avoid shortfills and high-VG liquids in starter kits and vape pens. These devices are not built for thick liquids and will produce dry hits and burnt coils.
Our recommendations:
Vampire Vape Heisenberg50/50 freebase
VS Fifty-Fifty Ice Menthol50/50 freebase
Doozy Blue Raspberry50/50 freebase
Shop all 50/50 e-liquids →
Best match
High-VG shortfill e-liquids
Sub-ohm kits operate at higher wattages (40W+) and use low-resistance coils that need high-VG liquids (70VG or above) to produce the dense vapour and smooth inhale they are built for. Add one nicotine shot to a 50ml shortfill or two to a 100ml to reach approximately 3mg, which suits most sub-ohm vapers.
⚠ Avoid nicotine salts in sub-ohm devices. High wattage combined with high-strength nic salts delivers an uncomfortably harsh nicotine hit.
Our recommendations:
Vampire Vape Pinkman Shortfill100ml shortfill
Seriously Fruity Strawberry Kiwi Shortfill100ml shortfill
IVG Spearmint100ml shortfill
Shop all shortfills →
What Else Should You Consider?
Once you've considered the PG/VG ratio, liquid type and flavour, there are a few additional things worth checking before you buy.
01
Device compatibility
Make sure the PG/VG ratio matches the device and coil you're using. Higher-resistance MTL coils (0.8Ω+) pair with 50/50 blends or nic salts. Sub-ohm coils (below 0.6Ω) are suited to high-VG liquids.
02
Freebase vs Nic Salts
Nic salts offer a smoother inhale at higher strengths. Freebase nicotine provides a throat hit closer to smoking. Both are available across most flavour ranges.
03
Power output
Sub-ohm vaping produces high vapour volume, so use low nicotine strengths (3–6mg). Low-powered MTL pod kits work best with higher nicotine options (10–20mg) to compensate for lower vapour output.
04
Budget & bottle size
10ml bottles are easy to carry, but heavy vapers will get through them quickly. 50ml and 100ml shortfills work out significantly cheaper per ml, even after adding a nic shot.
05
Flavour intensity
Bar salts use higher flavour concentrations to replicate the bold taste of disposable vapes, the closest refillable match if you're switching from an Elf Bar or Lost Mary. However, they can be very sweet and may shorten coil lifespan compared to standard nic salts or freebase liquids.
06
Flavour rotation
Vaping the same flavour continuously can cause flavour fatigue, sometimes referred to as vaper's tongue. Our advice is to have at least two different flavour profiles on the go. Switch between a fruit and a dessert, or a menthol and a drink flavour. This simple rotation can keep your palate fresh and the flavours tasting as they should. Multi-buy deals make it easy to mix and match different flavours, so you can explore a few options while saving on your order.
Frequently Asked Questions
We understand, especially if you're new to vaping, that you will have questions regarding the e-liquids that we sell. Below you'll find some of the most commonly asked questions - just click to expand the answer. If your question hasn't been answered below you can contact us seven days a week via live chat, phone or email.
Which e-liquid should I use if I'm switching from cigarettes?
For heavy smokers (20+ a day), start with a 20mg nicotine salt in a low-power pod system, it most closely replicates the speed and feel of nicotine absorption from a cigarette. For lighter smokers (under 10 a day), a 6mg or 10mg freebase in a starter pen kit is usually sufficient.
How long should a bottle of e-liquid last?
This depends entirely on your kit and usage. A low-power pod user might get a week from a 10ml bottle. A sub-ohm vaper using a high-wattage device might go through 10-20ml in a single day.
Can I use any vape juice in any device?
No, not all vape juices are compatible with every device. Using the wrong liquid can lead to poor flavour, leakage or burnt coils. The key is matching the PG/VG ratio to your coil resistance and device power output.
MTL coils (0.6Ω or higher, up to ~40W) work best with 50/50 blends or nic salts. Sub-ohm devices (40W+, coils below 0.6Ω) are designed for high-VG liquids at lower nicotine strengths such as 3mg or 6mg.
What's the difference between mouth-to-lung and direct-lung vaping?
Mouth-to-lung (MTL) mimics the draw of a cigarette, you pull the vapour into your mouth first, then inhale. It uses tighter airflow, higher nicotine, and thinner 50/50 liquids. Direct-lung (DTL) involves inhaling directly like a deep breath, it produces larger clouds, uses low-nicotine or nicotine-free shortfills, and requires sub-ohm devices with open airflow.
Are nicotine salts stronger than freebase nicotine?
Not inherently stronger, but they are absorbed faster. A 20mg nic salt feels smoother than 20mg freebase, but delivers nicotine more rapidly into the bloodstream, closer to the experience of a cigarette. This makes nic salts effective for craving suppression.
Can I reduce my nicotine strength over time?
Yes, but it is recommended that you step down gradually. If you're using salts, begin at 20mg and then step down to 10mg, and eventually 5mg. Likewise with Freebase, a common path is 6mg to 3mg and then nicotine-free. There's no fixed timeline; the process is personal. Moving too quickly can cause cravings that push people back to smoking, so take it at your own pace.
What are the best flavours for beginners?
Fruit flavours, particularly strawberry, blueberry, watermelon and mixed berry blends, are the UK's best-selling category by a wide margin. Within fruit, ice and menthol combinations have grown significantly alongside the disposable vape market. Tobacco flavours remain popular with ex-smokers in the early stages of switching. If you're not sure where to start, fruit or menthol profiles are the most reliable starting point for new vapers.
What are the best e-liquid brands in the UK?
We're proud to stock the UK's best vape juice brands, including Vampire Vape, Dinner Lady, IVG and Riot Squad. Each offers a full range of liquid types, nicotine-free, high-VG and nic salt, meaning there's a suitable choice for every vaping style and device.
All are manufactured to strict UK and EU standards using high-quality ingredients, ensuring consistency and reliability in every bottle.
How much do vape juices cost?
Prices start from £1.20 for a standard 10ml, with price increasing for larger formats. Shortfills work out much cheaper per millilitre. Buying in multi-buy deals reduces the cost further, for example, 6 for £10 on 10ml bottles.
How do you store e-liquids?
For maximum flavour and longevity, store bottles upright in a cool, dark location such as a cupboard away from sunlight and heat sources. Nicotine oxidises when exposed to light and air, turning the liquid darker (known as steeping). Opened bottles are best used within three to six months. Keep all liquids out of reach of children and pets.
Do e-liquids expire?
Yes. Stored correctly with the lid tight, an opened bottle can last up to two years. Manufacturers print the expiry date on the bottle. Slight darkening over time is normal and usually caused by oxidation, especially in nicotine-containing liquids exposed to light or air.
Are e-liquids regulated in the UK?
Yes. All e-liquids containing nicotine sold in the UK must be notified and registered with the MHRA under the Tobacco Products Directive (TPD). This means products undergo testing for ingredients, safety data, and packaging standards before going on sale. Our entire range is TPD-compliant and sourced from registered UK or EU manufacturers.
E-Liquids Reviews from Verified Customers
