E-liquids, commonly known as vape juice, are refillable liquids you use in vape kits and pod devices. When they're heated, they create the flavour and vapour you inhale. We stock one of the largest ranges of e-liquid online, with options for all types of e-cigarette and every kind of vaper. You can pick from different nicotine strengths and PG/VG ratios depending on your inhale style.
With over 2,000 flavour profiles to choose from, including fruits, desserts, tobacco, menthol, plus loads of formats and bottle sizes, finding a vape juice that suits your device and your taste is straightforward. Shop online today for great value with our multi-buy deals, and get free next-day delivery on orders over £20.
When you're buying vape liquid, you will 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. Thinner high PG liquids work better in low-power pod kits, while thicker high-VG juices require higher powerered devices to vaporise efficiently. Once that's sorted, you'll need to need consider your previous smoking habits to determine the ideal nicotine strength, and finally (the most enjoyable part) choosing a vape juice flavour.
How E-Liquid Works in a Vape
When you fire your vape, the coil heats the liquid soaked into the cotton and turns it into vapour. Different liquids react differently when heated because of their VG/PG ratio. Thinner liquids work better in lower-powered devices because they soak into the coil quickly and vaporise easily. Thicker, high-VG blends require more power and airflow so they can vaporise efficiently. Get the right PG/VG match to your vape and you'll notice cleaner flavour, smoother vapour, and coils that don't burn out nearly as fast.
Ingredients in E-Liquids
E-liquids are made from a few core ingredients, a base liquid (PG/VG), flavourings, and optional nicotine. Each one of these ingredients plays a vital part in how your vape tastes and performs.
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 freebase or salt 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
Two core ingredients used in making e-liquid are propylene gyclol (PG) and vegetable gylcerin (VG). PG and VG are added as the base ingredient in different proportions, with common mixtures including 80 percent PG and 20 percent VG, 70 percent PG and 30 percent VG, and 50/50.
Higher PG e liquid is usually used in lower powered, mouth to lung devices as its thinner consistency is easier to vaporise than VG. High PG liquids are typically higher in nic strength, and will give a closer replication of a traditional cigarette therefore are most popular with first time vapers. Whilst, High VG e-liquids are designed for more powerful e-cig kits, as the thicker liquid consistency means it takes more heat to evaporate. Vaping a high VG e-liquid will give you much larger and denser clouds of vapour.
If you’re unsure on what PG/VG ratio to choose, check the coil resistance of your vape. Higher-resistance coils (usually 0.8Ω and above) work best with thinner e-liquids, while lower-resistance coils (below 0.6Ω) are made for high-VG liquids in sub-ohm vaping.
Choose Your E-Liquid Type
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 conventional freebase nicotine. The salts help to give a much softer throat hit even at higher strengths. Nic salts 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. 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 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 nicotine 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 devices, offering a middle ground between standard salts and freebase.
Nic-salts were a game changer for me when I was switching from disposables. They feel smooth, deliver consistent flavour, and work well in everyday pod kits. If you’re unsure what nicotine strength to use, starting higher can feel more satisfying before gradually stepping down if you choose. I started on 20mg salts and now use 5mg.
Choose Your Nicotine Type and Strength
Nicotine in e-liquids is available as either freebase nicotine or nicotine salts, each offering a slightly different experience.
Freebase Nicotine: Conventional (freebase) is what you would typically find in your standard e-liquid, it is nicotine in it's purest form making it more potent when heated.
Nicotine Salts: Also known as salt nicotine, these not only contain nicotine but various other organic components, such as Benzoic acid. The addition of benzoic acid reduces the pH level, which means when vaping the liquid is less harsh and in turn allows you to vape at higher strengths.
Choosing the right nic strength is an important decision when buying e-liquid for the first time. To choose the right strength, you need to consider your smoking habit. 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. Anyone going through a pack a day and over should look at 18-20mg strengths.
Vape juices are also available in nicotine-free (0mg) options for vapers who no longer want nicotine or prefer to vape purely for flavour and vapour.
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. My current go-to flavour is Strawberry Cherry Raspberry.
E-Liquid Flavours Explained
There is a huge array of mouth-watering e-liquid flavours available to accomodate for the varying tastes of vapers. Finding your all time favourite flavour is one of the best and most exciting parts of vaping. Whilst you may begin with a tobacco or menthol flavour, as these will be a closer taste to what you’re used to, you can now really branch out and try some unique flavour blends.
Popular e-liquid flavour categories include:
Fruit vape juice flavours such as strawberry, blueberry, watermelon and mixed berry
Menthol and mint e-liquids for a cooling inhale
Tobacco-flavoured vape liquids designed to replicate traditional cigarettes
Dessert and sweet e-liquids including custard, vanilla, caramel and bakery blends
Flavour choice is personal, and many vapers rotate flavours throughout the day to avoid flavour fatigue or "vapers tongue".
Vape juice, also known as e-liquid or vape liquid, is the flavoured liquid used in vape kits and pod systems to produce vapour.
How much do vape juices cost?
Vape juice prices vary 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 freebase 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 flavours?
Flavour choice is personal, but most e-liquids fall into a few main categories: tobacco, menthol and mint, fruit, sweets and candy, and desserts. New vapers often start with tobacco or menthol flavours, while many disposable users prefer bold fruit or candy blends like blue raspberry or mixed berry. The best flavour is one you enjoy vaping consistently and that helps keep you away from cigarettes.
What are the best e-liquid brands?
The best e-liquid brand is the one that suits your taste, device and budget. Popular choices include Bar Juice 5000, ELFLIQ by Elf Bar, Vampire Vape, Riot Squad and Dinner Lady, covering everything from disposable-style fruit blends to classic tobacco and menthol. 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 e-liquids from reputable UK and international manufacturers.
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