Explore our premium e-liquids, featuring vape juices from leading UK and global brands.
Our collection includes nic salts, 50/50 blends and shortfills, across a range of different nicotine strengths, PG/VG ratios and bottle sizes from 10ml to 100ml. We also have over 2,000 flavour options, including fruit, dessert, tobacco and menthol profiles, so it's easy to find a vape juice to suit your preference.
E-Liquid is the flavoured mixture that is added to your e-cigarette. The mixture is added to the vape tank component of your kit, and when heated the e-liquid evaporates and creates a water based vapour that is inhaled and exhaled. 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.
What are PG and VG Ratios?
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 Ratio for Your Vape Kit
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.
What are the Different Types of E-Liquid?
There are a wide range of e-liquid types, and 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.
The types of e-liquid available to vapers are:
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.
How to Choose the Right Nicotine Strength
Another of the ingredients used is nicotine; this is the most well known chemical found in tobacco and is added to e-liquid at a variety of strengths to suit different preferences.
In the UK, all e-liquids must comply with TPD (Tobacco Products Directive) regulations, meaning the maximum legal nicotine strength available to buy is 20mg (2%). The majority of vapers opt to vape with nicotine and, with the popularity of nicotine salts, 10mg or 20mg strengths are among the favourite options for many customers.
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 previous smoking habit:
Light smokers who only have a few cigarettes a day should start with 3mg or 6mg.
Moderate smokers who get through up to a pack a day may prefer 10–12mg.
Heavy smokers who used to smoke a pack a day or more often start with 18–20mg.
Over time you will most likely reduce your nicotine intake, and we offer a full range of strengths to enable you to do so. For those who enjoy customisation, shortfill e-liquids with separate nicotine shots allow users to mix their preferred strength for a more tailored experience.
Every vaper is different, and finding your ideal strength may take a little experimentation. The important thing to remember is that UK e-liquids are made to strict safety and quality standards, so whichever level you choose, you can vape with confidence knowing it meets full regulatory compliance.
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?
Picking an e-liquid flavour is one of the biggest factors to get right when buying your vape juice, and with so many flavours now available it can be daunting. That said, being able to try so many different flavours is one of most exciting parts of vaping.
Recent UK vaping research shows that fruit flavours are now the nations favourite, overtaking traditional tobacco and menthols. Fruit blends such as strawberry, blueberry, watermelon and mixed berries deliver a bright refreshing taste that appeal to every type of vaper.
Menthol and mint flavours still remain a popular choice, offering that clean, cooling inhale many users love, especially those who enjoy icy or chilled style vapes. Many fruit flavours do contain icy notes, for that chilling finish. Tobacco flavours, while now less popular, still continue to attract vapers who prefer a smooth, authentic taste reminiscent of traditional cigarettes.
For those with a sweet tooth, dessert and bakery-inspired e-liquids bring comforting flavours like custard, vanilla, caramel, and pastry blends, while sweet and candy flavours, including sherbet, sour candy, and bubblegum, bring a nostalgic feeling to your vape experience.
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.
What are the best e-liquid flavours for beginners?
There is a huge array of mouth-watering 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. There are a huge variety of vape liquids available in flavours ranging from tobacco to menthol and fruity to dessert flavours. Ultimately which is the best flavour is down to personal preference, a flavour that someone may enjoy might not necessarily be enjoyed by someone else.
Whilst you may begin with a tobacco or menthol vape 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. E-liquids will generally fall into one of these flavour groups; Tobacco, Menthol, Fruit, Dessert or Sweet/Candy. Once you’re more experienced, you can also mix your own complimentary flavours to find the perfect flavour for your taste.
What are the best e-liquid brands available in the UK?
We're proud to offer some of the most popular vape juice brands in the UK. Customer favourites include Vampire Vape, Dinner Lady, IVG and Riot Squad, all known for their incredible flavour ranges, consistent taste and affordable pricing. From fruity and refreshing blends to rich desserts, these brands offer something to suit everyone's taste. Since many of our team are vapers themselves, these are the brands we personally choose and enjoy.
Each of these brand provide all types of e-liquid, including nicotine-free (0 mg), high VG, and nic salts, so no matter your vaping style or device, they'll be a flavour for you to try. All are made to high UK and EU standards using only the finest ingredients, ensuring quality and consistency in every bottle.
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.
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.
Order by 10pm Monday to Friday for same-day dispatch.
Delivery & Dispatch, 7 Days a Week
We dispatch and deliver orders seven days a week.
Rewards Club.
Earn up to 7% cashback on every purchase.
Customer Support.
UK-based support available seven days a week.
Lowest Price Guarantee.
Found it cheaper elsewhere? We’ll price match.
Sign Up & Save 15%
Sign up to our newsletter and receive 15% off your first order.
By subscribing, you agree to receive marketing emails from Vape Superstore. We'll process your data as described in our Privacy Policy. You can unsubscribe anytime.
