Buying guide
Everything You Need to Choose Your Perfect E-Liquid
From ingredients and nicotine strengths to device compatibility and flavour profiles, this quick guide makes it simple and enjoyable to find a vape liquid you'll love, one that's perfectly suited to your setup and preferences.
1,800+
Flavours
80+
Brands
From £1.20
Per bottle
What is E-Liquid?
E-Liquid (also known as vape juice) is the specially formulated vape fluid used in e-cigarettes and vape devices to produce vapour. The mixture is added to the vape tank or pod component of your kit, and when heated the liquid is vaporised and inhaled to create the sensation of smoking. Made from just four ingredients: propylene glycol (PG), vegetable glycerine (VG), food-grade flavour concentrates, and in most cases nicotine, either as freebase or nicotine salts.
Understanding E-Liquid Types
There are several different types of refillable vape juice available, 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:
50/50 E-Liquids
These are best suited to lower powered MTL vape kits, for instance refillable pod kits or MTL starter kits. MTL vape liquid is the most popular format for beginner vapers, as it closely replicates the sensation of smoking a cigarette. For coils at 0.8Ω and above, always use a high-PG 50/50 blend. Available in strengths up to 18mg.
Browse 50/50 liquids →
Most popular
Nicotine Salts
Nic salts vaporise at a lower temperature, making them the best liquid for pod kits. Nic salts use nicotine salts instead of traditional freebase nicotine, allowing for faster nicotine absorption and a smoother throat hit, even at higher strengths. Commonly available in 10mg or 20mg strengths in 10ml TPD-compliant bottles, nicotine salts are popular among ex-smokers and disposable vape users transitioning to refillable devices.
Browse nicotine salts →High VG E-Liquids
Crafted for sub-ohm tanks and high-powered vape kits. igh VG liquids deliver impressively dense clouds and a beautifully smooth inhale. Their thicker consistency works perfectly with coils below 0.6Ω and higher wattages, producing a deeply satisfying vape that cloud-chasers and flavour enthusiasts alike will appreciate.
Browse high VG liquids →
Best value
Shortfills
These are nicotine free e-liquids and come in larger bottles which are only 80% filled with liquid. With the remaining space, you can add a nicotine shot to the bottle to create a nicotine e-liquid. Shortfills are especially popular among regular vapers due to their better cost-per-ml value and extended usage time, particularly when used in high-powered sub-ohm kits.
Browse shortfills →Bar Salts
Delivering bold, vibrant bar-style flavour profiles, bar salts use higher concentrations of flavour concentrate for an intensely satisfying everyday vape. Designed for pod vaping and MTL inhale styles, typically at higher nicotine strengths, ideal for those who want big flavour in a compact format.
Browse bar salt liquids →Hybrid Nicotine
The best of both worlds, hybrid nicotine blends freebase nicotine with nicotine salts for a smooth, enjoyable inhale with a satisfying throat hit. A brilliant option for pod kits and Mouth-to-Lung setups where balance and consistency matter.
Browse hybrid nicotine →Switching from Disposables?
If you've been enjoying disposables like Elf Bars or Lost Marys, and want to keep that same great taste, the transition is easier than you might think. Pair a refillable pod kit with a bar salt such as ELUX legend salts or Crystal vape juice, and you can enjoy the exact same flavour and strength you already love, at around a third of the cost.
How to Choose the Right Nicotine Strength
Nicotine is one of the main ingredients used in e-liquids (unless nicotine-free), and is the substance that will fill the void left if you're trying to quit smoking. Therefore, choosing the right nicotine strength is one of the most important things to get right, otherwise you risk going back to cigarettes. Too low and cravings won't be satisfied, and on the flip side, too high and the experience becomes too harsh.
In the UK, all e-liquids must comply with TPD regulations, which specifies the maximum legal strength at 20mg (2%). Most beginners vapers opt for a higher strength, either 18mg or 20mg, and then gradually lower their nicotine intake over time, this will however depend on how much you used to smoke.
Here's a handy guide to help you find your perfect starting 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 are typically more satisfying. For sub-ohm kits (below 0.6Ω), lower strengths like 3mg are recommended due to increased vapour production per puff.
If you're making the switch from smoking, starting with a nicotine e-liquid is a great way to feel fully supported as you transition, and when you're ready, you can reduce your strength gradually and comfortably over time. Read our full nicotine strength guide for more detail.
Understanding PG and VG ratios
All vape juices are made using a base of vegetable glycerine (VG) and propylene glycol (PG), blended with food-grade flavourings and, where selected, either freebase nicotine or nicotine salts.
The PG/VG ratio will determine how well the liquid is vaporised by 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 thicker and designed for more powerful sub-ohm devices using coils below 0.6Ω. They produce larger vapour clouds and a smoother inhale, but require higher wattage to vaporise efficiently.
Matching your PG/VG ratio to your coil resistance helps ensure efficient wicking, consistent flavour and longer coil life. Using a high-VG liquid with a high-resistance MTL coil is the most common cause of dry hits, leakage and shorter coil lifespan. Read our full PG vs VG guide for more detail.
Shop Vape Juice by Flavour
With so many different vape juice flavours available in the UK, choosing the right flavour for you can feel overwhelming, particularly if you've just started vaping. The flavour you choose can ultimately make or break your vaping experience, but being able to try such a wide variety is also one of the most enjoyable parts of vaping. If you're just starting out, begin with something familiar and then you can begin to branch out with some more unique tastes.
The most popular vape flavour categories 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 cream and caramel tobacco blends.
Shop tobacco flavours →Sweet & Candy
Sherbet, sour candy, bubblegum and fizzy drink flavours with a nostalgic quality. A growing category particularly popular with bar salt formats and lower-powered pod kits.
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.
You can browse our A–Z Vape Juice Flavour List to explore the full range in one place.
Need Help Choosing?
We get it, with so many to choose from it can sometimes prove difficult to decide which type is right for you, and best for the vape kit you’re using. If you need help choosing then get in touch, our team is available seven days a week to help with personalised format and flavour recommendations.
What E-liquid Should I Use With My Vape Kit?
Choose your device type in the dropdown below and we'll recommend some options for you to buy.
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.
Popular choices
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.
Popular choices
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.
Popular choices
Vampire Vape Pinkman Shortfill100ml shortfill
Seriously Fruity Strawberry Kiwi Shortfill100ml shortfill
IVG Spearmint100ml shortfill
Shop all shortfills →
What Else Should You Consider When Choosing an E-Liquid?
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
Nicotine type
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 (vaper's tongue). Rotating between two or three different flavours keeps your palate sensitive and extends your enjoyment.
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 don't forget you can contact us via live chat, give us a call or email us.
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.
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?
The UK has some outstanding domestic vape 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.
