E-Liquid & Vape Juice Uk

What E-Liquid Is

E-liquid, also called vape juice, is the flavoured liquid a vape heats into the vapour you inhale.

Every bottle is made from four ingredients: propylene glycol (PG), vegetable glycerine (VG), food-grade flavouring and nicotine, which goes from 0mg up to the UK limit of 20mg.

The blend of those ingredients, the nicotine strength and the flavour are what set one e-liquid apart from the next. The right bottle for you comes down to your kit and how you like to vape. For a beginner-friendly primer, read our E-Liquids 101 guide.

Most Reordered E-Liquids This Year

Elux Liquid is our biggest selling e-liquid this year by a wide margin, with ELFLIQ and Bar Juice 5000 behind it. These five are the bottles customers come back for, in all three nicotine strengths where stocked.

This is what actually sells here rather than a ranking. For a judged list across the whole market, read our guide to the best vape juice brands in the UK.

Each format suits a different kit and vaping style.

E-Liquid for Beginners

Start with a beginner pod kit and a 20mg nic salt or 20mg bar salt e-liquid. That pairing suits almost everyone switching from cigarettes or coming off prefilled pod refills.

Both come in 10ml bottles, both wick cleanly through pod kit coils and both give the throat hit ex-smokers expect.

Stick to fruit, menthol or tobacco flavours for your first bottles, as these are the easiest profiles to get on with.

Avoid sub-ohm shortfills until you have moved up to a dedicated sub-ohm tank, as the high VG juice will clog pod kit coils. Most beginners find their settled strength within two weeks.

Vape Juice vs E-Liquid

Vape juice and e-liquid are two names for the exact same product, so there is no difference between them beyond what people call it.

Different shoppers and brands use different names, but the bottle you are buying is the same: a mix of VG, PG, flavouring and (in most cases) nicotine.

Both terms are used interchangeably across the site so you will always land on the right product, no matter which term you searched.

How Much Vape Juice Costs

A 10ml nic salt is £1.99, which is 19.9p per ml. A 100ml shortfill at £8.99 plus two 69p nic shots gives you 120ml for £10.37, or 8.6p per ml. Big bottles are less than half the price of small ones.

The 6 for £10 nic salt deal sits between the two at 16.7p per ml, or £1.67 a bottle.

Bar salts and pod salts are the same £1.99 as nic salts. UK-made shortfills sit at the top of the shortfill range, with most 100ml bottles between £5.99 and £9.99.

Those are today's prices. Vaping Products Duty lands on 1 October 2026 and adds 22p per ml to every bottle, so the section below sets out what that does to each format and how long pre-duty stock lasts.

The 2026 Vape Tax and What It Does to Prices

Vaping Products Duty applies from 1 October 2026 at a flat 22p per ml. That is £2.20 on a 10ml bottle and £22 on a 100ml shortfill, before VAT is added on top of the duty. It covers every e-liquid, nicotine-free shortfills included, and the rate does not change with nicotine strength.

The bigger the bottle, the bigger the jump. On a 100ml shortfill the duty alone is nearly three times what the bottle costs today, and with VAT on top a £8.99 bottle lands somewhere around £35. That is why the value maths in the section above changes completely once the duty starts.

The six-month sell-through window

Stock brought in before the duty starts can still be sold unstamped from 1 October 2026 to 31 March 2027. Everything on shelves must be stamped from 1 April 2027.

That window is the reason to buy the formats you get through most while pre-duty stock lasts. It is a real six-month runway, not a one-day deadline, and it applies to every bottle already in the country.

The formats worth thinking about first are the big ones, because they carry the most duty per bottle: shortfills above all.

Longfills are not a way round it. The duty applies to the concentrate and to the base you dilute it with, so a finished longfill carries the same duty per ml as everything else.

Our guide to how much e-liquid prices are going up and when has the full breakdown by format.

If you want the legal side as well, UK vaping laws, TPD rules and the vape tax covers how the duty sits alongside the TPD limits.

Nic Salt or Shortfill: Which You Need

Pod kit, buy nic salts. Sub-ohm tank, buy shortfills. That one line covers most people, and everything below is the detail behind it.

A nic salt is a 10ml bottle at a fixed strength, thin enough to wick through a small coil, and smooth at 20mg where freebase would bite. It is the right buy for a refillable pod kit and for anyone who has just switched.

A shortfill is a bigger 0mg bottle you finish yourself with a nic shot. It is thicker, it needs the airflow and power of a sub-ohm tank, and it is less than half the price per ml. It is the right buy once you are getting through more than about 30ml a month.

If you are between the two, a 50/50 shortfill gives you the bigger bottle at pod-kit thickness.

Types of E-Liquid

E-liquid comes in nine formats, and each one suits a different kit, vaping style and nicotine preference. Nic salts and bar salts cover pod kits, shortfills cover sub-ohm tanks, and the rest sit around those two.

Nicotine Salt E-Liquid

Nic salt e-liquids absorb faster than freebase and feel smoother on the throat. You will not get the harsh hit at 20mg that freebase gives you.

A solid pick if you are switching from cigarettes or moving off prefilled pod vape kits.

Available in 5mg, 10mg and 20mg in TPD-compliant 10ml bottles. Most use 50/50 VG/PG and work in pod kits and MTL tanks at 0.6Ω to 1.2Ω.

The names people ask for most are ELFLIQ and Lost Mary Nic Salts.

SKE Crystal and IVG cover most of the rest.

Our nic salts guide explains how the brands differ and which strength suits which kit.

Bar Salt E-Liquid

Bar salts recreate the exact recipes from Elf Bar, Lost Mary and Crystal Bar prefilled pod vape kits in 10ml refillable bottles. Same flavour, fraction of the cost.

Each bottle typically lasts several refills depending on usage. All bar salts are 20mg nic salt at 50/50 VG/PG and fit any refillable pod vape kit.

Drifter Bar Salts and Just Juice Bar Edition cover the biggest bar recipes between them.

Riot Bar Edition sits alongside Elux Legend Nic Salts, and Bar Juice 5000 rounds out the range.

Shoppers swapping straight from a single-use kit usually head for the prefilled-pod-style vape juice selection. Vapers on smaller MTL pods often prefer the tighter pod salt range for a cleaner finish.

Shortfill E-Liquid

Shortfill e-liquids are larger 0mg bottles with headroom for nic shots. Add your own shots to set the strength.

Sub-ohm vapers go through e-liquid fast, so shortfills give better value per ml than 10ml bottles. Available in 50ml, 100ml and 200ml.

One 18mg nic shot in a 50ml bottle gives you 60ml at 3mg. Two shots in 100ml gets you 120ml at 3mg.

Most shortfills use 70/30 high VG for cloud production. Some brands also offer 50/50 shortfills for pod kit users who want bigger bottles.

Doozy Vape and Zeus Juice are the two UK-made ranges people come back for.

For the bolder fruit and dessert end, Nasty Juice and Wick Liquor are the two worth knowing.

50/50 E-Liquid

50/50 vape juice blends equal parts VG and PG. You get moderate clouds, good flavour and a clear throat hit.

The thinner consistency wicks properly through pod kit coils without clogging. Works in any pod vape, starter kit or MTL tank.

Available in 10ml nic salt bottles or as 50/50 shortfills for bigger volumes at lower nicotine.

High VG E-Liquid

High VG e-liquids use 70/30 ratios or higher. Thicker juice means bigger clouds and a smoother throat hit than 50/50 mixes.

You need a sub-ohm kit to vape high VG vape liquid properly, as it will not wick through small pod kit coils fast enough.

Most come as shortfills at 3mg or 6mg post-shot. Cloud chasers on sub-ohm tanks below 0.5Ω at higher watts get the best results.

Top brands: Zeus Juice, IVG, Wick Liquor, Supergood.

Freebase E-Liquid

Freebase e-liquid is the original vape juice formula and still popular with ex-smokers who want a stronger throat hit. It hits harder than nic salts at the same strength.

A lot of switchers prefer freebase because it feels closer to a cigarette. Available from 3mg up to 18mg. Works in pod kits, starter kits and MTL setups.

Nicotine Shots and Longfills

Nic shots are 10ml unflavoured nicotine you add to shortfills. Most are 18mg freebase or 20mg nic salt.

Longfills are concentrated flavours in larger bottles with room to add nic shots and base. A typical longfill is 20ml of concentrate in a 60ml bottle.

Pick freebase shots for a throat hit, salt shots for a smoother finish. For more on concentrated longfills, see our longfill e-liquids guide.

Unflavoured E-Liquid

Plain VG/PG base liquids are stocked with and without nicotine. Unflavoured vape juice works as a DIY mixing base or on its own when you just want the nicotine without taste.

Available in different strengths and VG/PG ratios.

E-Cig Liquid and E-Cigarette Liquid

E-cig liquid is the older name for the bottles that fuel an electronic cigarette. Today most shoppers say e-liquid, eliquid or vape juice, and the one-word eliquid spelling is as common as the hyphenated one, but ecig liquid still pops up especially among ex-smokers.

The range covers both modern formats (nic salts, bar salts, shortfills) and traditional ecig liquid formulas like 50/50 freebase that match what older cigalike e-cigs used.

Vape Oil vs Vape Juice

Vape oil is just an older name for vape juice. The liquid that goes into a vape kit is e-liquid, a water-soluble mix of VG, PG, flavour and usually nicotine, so if you are looking for vape oil for an e-cig this is the range you want.

Oil-based products are a different thing entirely. CBD vape oils and other oil-based inhalables are not e-liquid and are not stocked here, as oils should never be vaped in a nicotine kit.

How VG and PG Ratios Work

Vegetable Glycerine (VG) and Propylene Glycol (PG) are the two base liquids every e-liquid is made with. VG is the thicker, slightly sweet ingredient that produces the visible vapour clouds.

PG is thinner, carries flavour better and gives the throat hit ex-smokers recognise. The ratio printed on every bottle (50/50, 60/40, 70/30, 80/20) tells you which one dominates and which kit it is tuned for.

If no ratio is shown, assume 50/50 for nic salts and 70/30 for shortfills, and always match the ratio to your coil resistance. For the full breakdown of how VG and PG change your vape, read our VG and PG guide.

E-Liquid and Vape Juice Flavours

Six profiles cover the whole range: fruit, menthol and ice, tobacco, dessert, drinks and sweets. Fruit is the biggest by a distance, and menthol and tobacco are what most ex-smokers reach for first.

Pick the profile, then narrow by brand, strength or kit type. Every profile has its own page, and the full vape flavours index lists them all.

Vape Liquid Flavours

Vape liquid flavours fall into six main profile groups. Pick the profile that matches your taste, then narrow by brand or format.

Fruit: The biggest profile. Mango, watermelon, blue raspberry, lemonade and tropical mixes. Works in every format and every kit. Browse fruit vape flavours or Lost Mary nic salts for the most popular fruit recipes.

Ice and Menthol: Cooling notes layered over fruit, mint or pure menthol. The most refreshing pick for warmer weather. Browse menthol vape flavours for the full range.

Tobacco: Virginia, Cuban, RY4 and roll-up profiles for ex-smokers who want a familiar taste. Best in nic salts and freebase. Browse tobacco vape flavours.

Dessert: Custards, doughnuts, cheesecakes, biscuits and cream-based recipes. Best in high VG shortfills on a sub-ohm kit. Browse dessert vape flavours or Doozy Vape for the strongest dessert range in stock.

Drinks: Cola, lemonade, energy drink, slush and cocktail recipes. Refreshing all-day vapes that work in every format. Browse drink vape flavours.

Sweets: Bubblegum, cola bottles, sherbet, gummies and confectionery profiles. Best in nic salts and bar salts. Browse sweet vape flavours.

Browse E-Liquid by Flavour

Every flavour we stock has its own page. Start with the profile, then pick the flavour, or open the full vape flavours index to see the lot in one place.

Most fruit recipes come in a plain and an ice version. Plain tastes sweeter and rounder, ice tastes sharper and is easier to vape all day.

Shortfill Value Comparison

A 100ml shortfill plus two nic shots works out at 8.6p per ml against 19.9p for a 10ml bottle, and a 200ml at about 6p, so shortfills are the cheapest way to buy e-liquid. Prices vary by brand, and this is how the formats compare.

Heavy vapers going through 60ml or more per month save the most by switching from 10ml bottles to 50ml or 100ml shortfills.

Sub-ohm users getting through 60 to 120ml a month recoup the upfront cost in days. Even pod kit users vaping 30ml+ per month save by moving up to 50/50 shortfills with their own nic shots. For how shortfills and nic shots work, read our shortfills and nic shots guide.

Which E-Liquid Suits Your Kit

Match the e-liquid to your coil resistance. Coils above 0.8Ω want thin 50/50 nic salts; coils below 0.5Ω want thick 70/30 shortfills. The wrong way round gives you burnt coils, leaking and flat flavour.

Pod kits need thinner vape juice to wick properly. Use 50/50 nic salts or bar salts. Thick liquid in a pod causes dry hits and burns the coil.

Sub-ohm tanks need high VG e-liquid for cloud production. Thin 50/50 floods sub-ohm coils and causes spitting.

The guide on how to choose the right e-liquid covers compatibility in full detail.

Nicotine Strength Guide

Pick your nicotine strength from what you smoked and the kit you use. The full nic salt strengths guide walks through it step by step.

If you are switching from a prefilled pod vape kit, start with 20mg nic salt vape juice in a refillable pod vape kit. That matches what most prefilled kits used.

Drop the strength later once you have settled in.

E-Liquid and UK Law

Nicotine e-liquid is legal to buy and sell in the UK provided it meets TPD (Tobacco Products Directive) rules.

The headline limits are:

• 10ml maximum bottle size for any liquid containing nicotine
• 20mg per ml maximum nicotine strength
• Child-resistant tamper-evident packaging

Every product must be notified to the MHRA (Medicines and Healthcare products Regulatory Agency) before it can be sold.

Shortfills get round the bottle-size cap by being sold at 0mg with separate nicotine shots, which is fully compliant. You must be 18 or over to buy e-liquid in the UK.

Every product across the range is TPD compliant and MHRA notified. For the full rules on what you can buy, read our UK vaping laws guide.

The liquid in a vape is what decides the flavour and the strength. As a UK e-liquid stockist we carry every ratio from 50/50 through to max VG, all of it TPD compliant and shipped from our own warehouse.