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What is E-liquid?

E-liquid is the core component of an e-cigarette, it produces clouds of vapour which is exhaled.

Since our formation in 2008, The Electronic Cigarette Company has been fully committed to taking a responsible position in sourcing the safest high-quality ingredients found in our e-liquid products.

Through rigorous laboratory testing here in the UK we have sourced all our e-liquid ingredients to meet our specific requirements and have developed strong, lasting relationships with our suppliers. As a result of this, we can say with complete confidence that we only supply the best, highest grade e-liquids to ensure our customers safety and satisfaction when making a purchase.

In addition, we have proactively collaborated with UK authorities and were the first UK e-liquid suppliers to comply with UK CHiP regulation - Chemicals (Hazard Information and Packaging for Supply) Regulations; now known as CLP European Regulation. These are EU rules, regulations and standards for consumer protection.

So what is E-liquid? In its simplest form consists of three main elements; nicotine, flavour and diluent. Let’s take a look at these individual ingredients a little more closely.


The main stimulant and addictive substance that is found in traditional cigarettes. At The Electronic Cigarette Company we work hard to ensure we utilise the best quality nicotine bases for all of our e-liquids. We only use UK manufactured pharmaceutical grade nicotine from our trusted suppliers, to ensure complete customer safety and satisfaction.


Nicotine by itself has no flavour. In order to produce the taste in your e-liquid a flavour needs to be added. There are a wide range of tobacco and non-tobacco flavours that can be used to enhance the flavour of e-liquid. We believe we produce the highest quality ranges with the finest tasting flavours, designed to take full advantage of your e-cigarette.


The diluent found within e-liquid performs two essential functions. Firstly it is added to dilute the mixture of nicotine and flavours to the correct strength. Secondly, it provides the part of the solution which produces the vapour that is inhaled and ‘transports’ both the flavour and nicotine from the electronic cigarette to the vaper. The most common diluents used in our e-liquid products are:

Propylene Glycol (PG):

Our Propylene Glycol is high-quality pharmaceutical grade. Propylene Glycol helps to produce what we refer to as ‘throat hit’ in combination with nicotine and flavours. It is this diluent which helps to create the sensation of smoking.

Vegetable Glycerine (VG):

Glycerine is included to help produce more dense clouds of vapour and adds a complimentary sweetness and smoothness to the e-liquid.

Aqueous Glycerine (AG):

Our Aqueous Glycerine is high-quality pharmaceutical grade and is diluted with de-ionised water to keep the e-liquid viscous, which can help e-cigarette coils more easily absorb the e-liquid through the wicking material.

The diluents found above can be present in e-liquids at different ratios, as a rough guide the higher the PG content the more throat hit, the higher the VG/AG content the more vapour is produced. Look for the PG:VG ratios on the e-liquid listings. In short, if you wish to prioritise the closest possible sensation to smoking, you would be better served using a higher PG liquid, whilst if you prefer to exhale large clouds of vapour, with less throat hit, then a higher VG e-liquid would be more preferable. If you prefer something inbetween, then an equal amount of both PG and VG would be better suited.

E-liquid Strength

The strength of an e-liquid is essentially how much nicotine the fluid contains in a set volume of e-liquid. The ranges we currently offer express the amount of nicotine as either a percentage or as mg per ml of total fluid. For example, fluid with a strength of 1.8% is equivalent to 18mg, while a strength of 0.6% is equivalent to 6mg.

So which nicotine strength do you need?

This depends on a number of personal factors, however, as a simple rule of thumb the more traditional cigarettes you smoked, the higher the nicotine strength you should start with. But this is not true for all people. If you are a new to vaping, you will quickly realise that there is no simple comparison to conventional cigarettes as the variety, freshness and uniqueness of our flavours often make the basic comparison of nicotine content less important than the overall experience you will enjoy. Often it is a case of trial and error until you find your fluid of choice.

Here at The Electronic Cigarette Company we stock over 50 premium e-liquid ranges:

Club Juice is a UK manufactured e-liquid offering a range of simple yet tasty flavours designed to be an ‘all day vape’ thanks to the 50/50 PG/VG ratio. This affordable e-liquid is sure to have a flavour for you. Browse the Club Juice range here.

Cream Team is a short fill collaboration between Jam Monster and Kings Crest Liquids. Each of these flavours is aimed at any vaper who loves ice cream or sweet things in general. View the Cream Team range here.

Dinner Lady is focused on providing high quality vape liquids using premium ingredients. Available in range of dessert and fruit flavours in pre-mixed, and short fill options. Find a Vape Dinner Lady flavour for you right here.

Doozy Vape Co pride themselves as a family run business of hard-core vapers. These 'made in England' nic salt e-liquids are packed with flavour and designed for vapers after a smoother vape at high nicotine strengths. Find your Doozy Vape here.

Double Drip e-liquid brings you a wild and unruly assembly of candid coil sauces and nic salts primed to provide a maximum VG blast of intense flavour, spawning savagely powerful clouds. View the Double Drip range of e-liquid.

Element e-liquid hail from the shores of the USA. Valuing integrity and purity in their e-juice, Element aims to provide a wide range of unique blends and tasty basics to ensure every vaper is catered for. Their delicious e-liquid ideas have kept vapers coming back for more. click here to our Element range of e-liquid.

Firehouse Vape aim to create an array of flavours to go with their unique branding, choose from pre-mixed freebase nicotine or nic salt base e-liquids. Browse Firehouse Vape here.

Fruit Monster aims to bottle up a piece of summer for vapers to enjoy all year long. Whether you like combinations involving strawberry, blueberry or mango, there is bound to be a flavour with your name on it! Find a new favourite here.

Got Salts e-liquid aims to provide vapers with a great range of flavours to use on a daily basis. Manufacturing every bottle here in the UK, Got Salts ensures consistently high quality with every batch. Click here to view the Got Salts range of nic-salt fluids.

Ice Monster short fill comes in a variety of tasty flavour combinations, making this range of e-liquid is ideal for vapers who want an icy cool kick to go with their fruit. Find your Ice Monster e-liquid here.

IVG Short Fill E-liquid is uncompromising on flavour, with ranges including Chew, Custards, and Sweets, for use with nic shots. Find your favourite IVG here.

Jam Monster is a short fill e-liquid which aims to simulate jam on toast, and it does so remarkably well, accurately recreating sweet fruit preserves with buttery toast. View our full range of Jam Monster here.

Juice Bomb e-liquids are striving to bring vapers a new take on e-liquid. With a range of fruity and sweet flavours available, The Electronic Cigarette Company stock what we believe to be the best of the best from this e-liquid manufacturer, including flavours like; Aftermath, Detonator and The Bomb. Check out the full Juice Bomb range here.

Just Juice short fill e-liquid is an intense range of fruity flavours made with high quality ingredients. Find all Just Juice flavours here.

Large Juice offers a range of 50ml and 100ml short fill flavours supplied with nicotine shots and a drip towel, making this a great value for money, all in one e-liquid selection. Find all Large Juice flavours here.

Mr Wicked's premier e-liquid is the culmination of 10 years e-liquid experience from Totally Wicked. Ideal for use in a variety of e-cigarettes thanks to tailored PG:VG ratios per flavour. Available in 8 flavours and 3 strengths, you can read more about Mr Wicked's e-liquid range here.

MyVapors is the ideal e-liquid for those looking to switch over to vaping from smoking. With 10 bold flavours and a PG:VG ratio of 60:40, this UK manufactured e-liquid range has something to suit any vaper. Find your MyVapor E-liquid here.

Nasty Juice focus on offering a range of high quality e-liquid flavours that pack a punch. Choose from pre-mixed ready to vape e-liquid inc. nic salt based options, or alternatively choose short fill for use with nic shot. Browse Nasty Juice here.

Ohm Brew has created a well varied range of nic salt e-liquid flavours to cater for many different vapers. From tobacco and menthol favourites to tropical fruits and coffee flavours, there is plenty to choose from the range here.

Patriot e-liquid by Totally Wicked offers distinctive North American flavours and is available in 20 flavours, 4 strengths and 10ml bottles. Click here to view our Totally Wicked’s Patriot range.

PB & Jam Monster short fill e-liquid recreates the ‘PB & Jelly’ sandwich from the USA. You know exactly what’s in store for you with this! Click here to view the available PB & Jam Monster e-liquid range.

Pocket Fuel e-liquid is a high VG, premium e-juice blended for cloud chasers. Pocket Fuel E-liquid is available in a range of sweet fruity flavours either pre-mixed or short fill. Click here to view the Pocket Fuel E-liquid range.

Pure Evil e-liquid is modelled after the seven deadly sins, along with some limited edition flavours! Available in a selection of the most popular flavours, inc. short fill for use with nicotine shots, click here to view the Pure Evil E-liquid range.

Red Label is a premium e-liquid produced by Totally Wicked, tested and packaged right here in the UK. This range has 20 flavours, 6 strengths and is available in 10ml bottles. Click here to view our Totally Wicked Red Label range.

Red Liquids is on a mission to help smokers on their vaping journey. Supplying a range of e-liquids catering for both new and existing vapers, there is something here for everyone. View the full Red Liquids range here.

Riot Squad e-liquid take an uncompromising approach to quality. Their e-liquids are formulated, designed and made in UK labs, to ensure the best possible flavours and experiences. Click to view the Riot Squad Range of e-liquid.

SALT e-liquid delivers a smooth vape using nic-salt e-liquid ideal for new and existing vapers looking for an enhanced vaping experience. Choose your SALT e-liquid here.

Steep Lyfe is a short fill e-liquid for use with nic shots, available in a series of punchy flavours from fruits to sweet drinks and desserts. Find Steep Lyfe shoft fill e-liquid here.

Switz e-liquid aims to take the hassle out of choosing the right flavour by offering a simple, streamlined range of outstanding UK made flavours to suit any vaper. Available in pre-mixed freebase or nic salt base options. Click here to view the Switz E-liquid range.

Symphonic e-liquid has been created to provide vapers with an unrivalled nic salt vaping experience. This next generation nicotine salt formulation uses the latest advancements to deliver a smooth, controlled throat hit. Click here to view the full Symphonic range.

Titan e-liquid is produced by our long-term primary partner Joyetech to European standards of quality and product specification and is available in 10ml bottles, choose from 3 strengths and 19 flavours. Click here to view our Titan range.

Titus e-liquid is expertly crafted in the UK from the finest UK sourced and manufactured ingredients delivering a premium tasting e-liquid at an all-day vaping price and includes over 20 flavours that are popular amongst our customers and 5 nicotine strengths in 10ml bottles. Click here to view our Titus range.

The Custard Shoppe aims to take your taste buds to a home style bakery with its selection of custard pie flavours. This range is great for anyone who has a sweet tooth. Browse The Custard Shoppe here.

Urban Chase has been created to become the ideal e-liquid partner for vapers. Its wide array or edgy and complex flavours delivers an outstanding all day vape for any vaper. Browse the full Urban Chase range here.

Vampire Vape e-liquid is a multi award-winning e-liquid manufacturer loved by vapers all over the UK. Now available from TECC in pre-mixed and a selection of short fill options here.

Wick Liquor has created a range of unique flavours that have gained a large number of fans throughout the UK. View our full range of Wick Liquor E-liquids here.

WizMix offers a wide range of premium UK manufactured flavours, and is ideal for any vaper looking for a new all-day vape. View our full range of WizMix e-liquid here.

Mix Your Own E-liquid

Our sister company Totally Wicked developed the concept of allowing vapers to create and mix their own fluids in order to satisfy an increasing demand for new flavours and customers preference for how their e-liquid performed. The Electronic Cigarette Company is proud to offer Totally Wicked's unique and internationally unrivalled ‘Mix Your Own’ products.

Mixing your own e-liquid is relatively simple and once you understand the component parts and their role in making the e-liquid, the rest is fairly easy. The possibilities in terms of flavour and tailoring your e-liquid are endless and only limited by your imagination.

Everything you will ever need to mix your own unique e-liquids to your desired strength and flavour can be found right here in our DIY E-liquid section including our mixing guide.