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 20 premium e-liquid ranges:

Cheeky Monkey is a proper cheeky e-liquid! Made here in the UK, these high VG creations will have you going vAPE! Available in 6 flavours and 3 strengths, click here to view our Cheeky Monkey range

Cosmic Fog is a brand of premium American E-liquid taking the E-cig world by storm. With 7 flavours available across 3 strengths, Cosmic Fog Vapors was created with a mission to create only the most unique, thoroughly tested, highest quality e-liquids the vaping world has ever seen. Click here to view our Cosmic Fog range of e-liquid.

Double Drip E-liquid brings you a wild and unruly assembly of candid coil sauces primed to provide a maximum VG blast of intense flavour, spawning savagely powerful clouds. With 9 unique flavours in 3 strengths, you can 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.  With 6 flavours to choose from in 4 different, click here to our Element range of e-liquid.

FUNK’D e-juice is big, bold and bursting with flavour. Designed by vapers for vapers, this high VG e-juice has a flavour for everyone. With 12 delicious flavours in 3 strengths, click here to view our FUNK’D range of e-juice.

Great British Classics E-liquid is a jolly fine e-liquids lovingly made on our shores. Great for both new and experienced vapers, these high PG liquids represent the best of classic, British sophistication. Available in 6 flavours and 3 strengths, click here to view our Great British Classics range.

Halo E-liquid comes with a 50:50 VG:PG ratio and uses only EU pharmacopeia grade nicotine. The Electronic Cigarette Company has worked to bring to you, what we believe, to be the best of the best from this e-liquid range. Including flavours like; American Red, Apple & Apricot, Cherry Bakewell and Vanilla Ice Cream.  View the whole Halo range of e-liquid 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. 

Mr. Chadwick’s is for the palate discerning! These traditional artisan flavours are bound to leave an impression. Perfectly balanced for both flavour and vapour. Available in 6 flavours and 3 strengths, click here to view our Mr Chadwick’s range.

Mr Wicked's Premier E-liquid is the culmination of 10 years e-liquid experience from Totally Wicked. Pouring all of their skills and years of research and development into perfecting these e-liquids, Mr Wicked’s range of e-liquid is the ideal example of this vast e-liquid knowledge. Ideal for use in a varied range of e-cigarettes thanks to the different levels of VG and PG available. Available in 8 flavours and 3 strengths, you can read more about Mr Wicked's e-liquid range here

Pocket Fuel E-liquid is a high VG, premium e-juice blended for cloud chasers.  Pocket Fuel E-liquid has 3 nicotine strengths across 8 flavours. 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 3 strengths and 12 flavours, click here to view the Pure Evil E-liquid Range.

R66 is the tastiest god darn e-liquid in the world! These USA inspired flavours will make you feel like you have ordered straight from an American diner! Made right here in the UK, the bold and complex R66 range will leave you wanting more. Available in 6 flavours and 3 strengths, click here to view our R66 range.

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.

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 just 4 flavours and 3 strengths.  Click here to view the Switz E-liquid Range.

T-Juice is a trusted UK e-liquid brand, now loved all across Europe and known for the exceptional vapes they have created. No matter what type of flavour you like to vape, there will be something in the T-Juice e-liquid range to excite your taste buds. Delve into their entire T-Juice range, or go straight for the world-renowned Red Astaire by T-juice.

Titus ADV 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 (ADV) 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 ADV range.

TECC 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.

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

Totally Wicked Patriot Range of e-liquids offer 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.

Vampire Vape E-liquid established themselves in 2012 with only 12 flavours and they have quickly grown into a multi award-winning e-liquid manufacturer. The Electronic Cigarette Company stock a range of their best selling e-liquids, which are loved by vapers all over the UK, including; Pinkman, Heisenberg and Bat Juice.  See all 6 Vampire Vape Flavours 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 in our ‘Mix your Own’ section including our mixing guide.