The Newbie’s Ultimate Guide to E-liquids

Vape e-liquids, referred to as vape juice or e-juice, are the essential liquids used in electronic cigarettes and vaping devices. The vape juice goes into the tank or pod, and the coil heats it to generate vapour for the user to inhale.

Did You Know?

The global e-liquid market was valued at about $2.36 billion in 2025 and is expected to grow and reach around $7.55 billion by 2033. This means more people are discovering vaping as an alternative to smoking every year.

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The specialised e-juices are packed with the following ingredients:

Propylene Glycol (PG): PG is a thin, tasteless liquid that serves multiple purposes in e-liquids. It acts as a carrier for flavourings and ensures they are evenly distributed throughout the liquid. Additionally, PG provides a throat hit similar to that of traditional smoking, which many vapers find satisfying.

Vegetable Glycerin (VG): VG is a thicker, sweeter liquid that produces dense vapour clouds. It's less effective at carrying flavours compared to PG but is preferred by cloud-chasers for its vapour production.

Nicotine (Optional): In e-liquids, nicotine is available in various strengths, allowing users to choose their desired nicotine intake. Also, some e-liquids are nicotine-free (like shortfills).

Flavourings: These are food-grade concentrates added to e-liquids to provide a range of tastes, from fruity and sweet to menthol and tobacco.

It’s important to note that the ratio of VG and PG may vary depending on the type of e-liquid you’re using. Users can also find 50/50 options.

The VG/PG ratio shapes your vaping experience. It affects the throat hit, vapour production, and overall flavour. Here’s an overview of common ratios:

Now, the question is, how do you know which e-liquids have the right balance for your device and taste? That’s what we’ll explain in the section ahead.

E-liquids are available in different forms, flavours, and VG/PG ratios. Each offers unique vaping styles, i.e., the mouth-to-lung (MTL), restricted-direct-to-lung (RDTL), and direct-to-lung (DTL). The most common options are:

Freebase Nicotine

Freebase nicotine refers to vape juices without any added acids. They are available in 50VG/50PG or high-PG ratio with nicotine strength ranging from 0, 3mg, 6mg, 12mg & 18mg.

Benefits:

• Stronger Throat Hit
• Wide Availability

Best For:

• MTL vapers who want a smoking-like experience
• Beginners transitioning from smoking

Which devices to use for freebase e-liquid?

Freebase e-liquids are used for starter kits and even advanced kits. If you’re using a high-VG ratio, you’ll go with an advanced kit (that features a low-resistance coil and runs on high-wattage power). On the other hand, for high-PG options, go for kits with high-resistance coils like Innokin Go S Kit and Vaporesso Xros 5 Pod Kit.

Also, don’t use higher nicotine strength for advanced kits. Doing so will lead to harsh throat hits.

Nicotine Salts

Nicotine salts are a form of juices that combine nicotine with an acid (like benzoic acid) to create a smoother vaping experience. These are available in higher nicotine strength, i.e., 10mg and 20mg. And, the VG/PG ratio can be 50/50 or 40/60. You’ll rarely find nicotine salts with higher VG.

Benefits:

• Smoother Throat Hit
• Faster Nicotine Absorption
• High Nicotine Strengths

Ideal For:

• New vapers seeking a closer experience to smoking
• People who like higher nicotine strength

Which Devices to Use for Nicotine E-liquid?

As nicotine salts are available in higher nicotine strength and come with more PG, you’ll need a high-resistance device that can handle this. Meaning that, starter kits and pod kits can pair well with nicotine salts. Never use them in advanced devices because their higher nicotine consistency will deliver harsh throat hits and overall vaping experience in that case.

Shortfills

Shortfills are large bottles of nicotine-free e-liquid with extra space left for nicotine shots. This design emerged in response to the UK's Tobacco Products Directive (TPD) regulations, which limit nicotine-containing e-liquid bottles to 10ml. They come in higher-VG formats to produce more clouds.

How to Put a Nicotine Shot in Vape Juice?

A shortfill bottle might contain 50ml of e-liquid in a 60ml bottle, leaving room for a 10ml nicotine shot. By adding the nicotine shot, vapers can customise their nicotine strength while adhering to TPD guidelines. Mix it well after adding the nic shot.

Benefits:

• Cost-Effective
• Customizable Nicotine Levels
• Variety of Flavours

Best for:

• Cloud chasers and advanced vapers
• Direct-to-lung vaping fans

Best Devices:

As mentioned above, shortfills come with higher VG; they’ll need a powerful device that features low-resistance coils. The Vaporesso Armour Max Kit is a nice option.

Follow these steps:

• Understand Your Vaping Style
  Do you want an MTL experience or a direct-to-lung draw? Depending on that, choose the e-liquid that best suits your preferences. For MTL, choose nic salts, and for DTL, choose shortfills.
• Consider Device Compatibility
  Once you know the type of e-liquid you want, it’s time to check your device’s compatibility with the chosen vape juice. For shortfills (high-VG), make sure the coil resistance is low. For nic salts (low-VG), go for high-resistance.
• Nicotine Strength
  Matching your nicotine strength to your previous smoking habits and device airflow is also important. Know which nicotine strength you’d like to enjoy. Higher or lower?

If you want:

• Higher nicotine strength, get nicotine salts
• Lower nic strength with more clouds, consider shortfills
• Lower nicotine levels in advance kits, buy freebase e-liquids

Once you’ve noted down all of the above points, you’ll easily find the right options.

Unlike smoking, which mainly delivers a single taste, e-liquids come in many varieties. You can choose from sweet to tobacco flavours, whichever suits your preferences. It’s important to remember that flavours can impact your device. Dark or sweet e-liquids can leave more residue in tanks and on coils. So don’t ignore regular cleaning for such flavours.

The right flavour also depends on your vaping style:

• MTL (Mouth-to-lung): Tobacco, menthol, and light dessert flavours work well with higher PG blends for a pronounced throat hit.
• DL (Direct-lung/Sub-ohm): Fruity, sweet, and max VG beverages produce larger clouds and smoother inhales.

The cost of e-liquids in the UK varies depending on the type, size, brand, and nicotine strength. Shortfills, which are large nicotine-free bottles with space for nic shots, usually range from £10 to £25 for 100ml.

Nicotine salts, usually sold in 10ml TPD-compliant bottles for pod devices, cost around £4 to £8 per bottle. Freebase nicotine e-liquids are commonly available in 10ml, 30ml, or larger shortfills, with prices from £4–£6 for 10ml and £12–£20 for 50–100ml bottles.

Yes. But it’s important to understand the rules around TPD-compliant products. The Tobacco and Related Products Regulations 2016 (TPD) are designed to make vaping safer and ensure you’re getting quality, legal products.

Here are some points to know:

• Nicotine Strength Limits
  All e-liquids sold to consumers must have a maximum nicotine strength of 20mg/ml. This includes both freebase nicotine and nicotine salts. Higher-strength e-liquids are not legal.
• Bottle Size Rules
  Nicotine-containing e-liquids are limited to 10ml bottles. This is for safety, to reduce the risk of accidental ingestion. If you buy shortfills, which are larger bottles of nicotine-free e-liquid, you can safely add a nic shot yourself to reach your preferred strength, but always follow instructions and check measurements.
• Child-Resistant Caps and Tamper-Evident Seals
  All UK e-liquids must have child-proof caps and seals that show if the bottle has been opened. This keeps children safe and ensures your e-liquid hasn’t been tampered with.

Important: Stick to TPD-compliant bottles, check nicotine strength, and follow safe mixing and storage practices. By choosing products from trusted stores, you can enjoy vaping with confidence, knowing your e-liquids meet all UK regulations.

Proper storage of e-liquids is essential for maintaining flavour, nicotine strength, and overall quality. Poor storage can cause your vape juice to degrade, affecting both taste and performance. Here are some tips for you:

• Store your e-liquids in a cool, dark place such as a cupboard, drawer, or dedicated e-liquid storage box. Temperatures between 15°C and 25°C are generally recommended.
• Avoid leaving bottles in cars, near radiators, or on windowsills, as fluctuating temperatures accelerate oxidation and can shorten the shelf life.
• Always make sure your e-liquid bottles are tightly sealed when not in use. Exposure to air causes nicotine to oxidise, which may darken the liquid and alter the flavour.
• Keeping bottles upright prevents leaks and reduces the surface area exposed to air.
• Store all vape juices out of reach of children and pets.
• Check Expiry Dates. Look for the “best before” or batch date on your bottle. If your e-liquid smells off, tastes harsh, or has changed colour significantly, it’s best to discard it.

Most e-liquids can last for 12–24 months from the manufacturing date. With time, nicotine oxidises, and flavourings may degrade, changing the taste and colour. Proper storage in a cool, dark place away from heat and sunlight preserves freshness.

Yes, but there are strict rules. Nicotine-containing e-liquids must be carried in bottles of 100ml or less if in hand luggage, in line with airline liquid restrictions. They must be stored in a clear, resealable bag with other liquids. Check airline policies, as some may restrict high-nicotine products.

An e-liquid calculator is designed to help calculate the exact amounts of shortfills, nic shots, and base liquids needed to achieve a specific nicotine level and VG/PG ratio. This is especially useful for DIY vapers or anyone looking to tailor their vaping experience precisely.

The calculator works by taking a few key inputs:

• The volume of e-liquid you want to make (e.g., 100ml shortfill)
• The current nicotine content of your Nic Shot (e.g., 18mg/ml)
• The desired nicotine strength for your final mixture (e.g., 3mg/ml)
• The VG/PG ratio you want in the final product

Once these numbers are entered, the calculator gives you exact measurements in millilitres for each component.

• DIY Vapers: If you enjoy mixing shortfills with nic shots to create custom strengths, an e-liquid calculator is essential. It removes the risk of over- or underdosing nicotine.
• Advanced Vapers: Those experimenting with flavour blends or trying to achieve specific VG/PG ratios for sub-ohm or MTL devices benefit from precise measurements.
• Cost-Conscious Vapers: Making your own e-liquid can be more economical. Using a calculator ensures you don’t waste nic shots or e-liquid by miscalculating amounts.

Choosing the right e-liquid doesn’t have to be complicated. By understanding types of e-liquids, PG/VG ratios, nicotine strengths, and flavour profiles, you can tailor your vaping experience to suit your device, style, and taste preferences.

Want to buy the best e-liquid?

Browse our selection of shortfills, nic salts, and freebase e-liquids, find your favourite flavours, and discover devices perfectly matched to your chosen liquid.