5 Stars Rated Excellent

Over 8,500 TrustPilot reviews

Established Since 2008

The UK's 1st e-cigarette Company

Free UK Delivery

On all orders over £15

E-liquid Subscriptions

From £2.08 per bottle!


What is Vape Liquid?

what is vape liquid?

E-Liquid is the core component of an e-cigarette, when inhaled it produces clouds of vapour. In its simplest form, vape liquid consists of four main ingredients: nicotine, flavour, diluent and water. Let’s take a look at some of these e-liquid ingredients a little more closely below.

What is Nicotine?

Nicotine is the main stimulant and addictive substance that is found in traditional cigarettes, which can also be found in vape liquids. 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.

What is E-liquid Strength?

The strength of a vape 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.

Which Nicotine Strength do I Need?

This depends on a few personal factors, however, usually the more traditional cigarettes you smoked the higher the nicotine strength you should start with. But this isn’t true for all people. If you are new to vaping, you will realise that there is no comparison to smoking as the variety and freshness of our flavours often make the comparison of nicotine strength less important than the overall experience that you will enjoy. This flavour is often a case of trial and error until you find your fluid of choice.

What is Flavouring?

Nicotine by itself has no flavour, the taste comes from the flavour of your vape liquid. To enhance the flavour of e-liquid we offer a wide range of flavours including tobacco, menthol, fruit, drink and cocktails, sweet and desserts, and more. We believe we produce the highest quality ranges with the finest tasting flavours designed to create the best vaping experience.

What is A Diluent?

Diluent is a liquid substance that is mixed with other liquids to dilute the mixture. Within e-liquid, the diluent found has two main functions. Firstly, it is added to dilute the mixture of nicotine and flavours to the correct vape liquid strength. Secondly, the diluent provides the part vape liquid which produces the vapour that is inhaled and transports both the flavour and nicotine from the electric vape.


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 the electric vape 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 preferable. If you prefer something in between, then an equal amount of both PG and VG would be better suited.

Can You Mix Your Own E-liquid?

Our partner 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 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.

Sign up to The List!

* indicates required

Marketing Permissions

The Electronic Cigarette Company will only use the information provided in this form to provide exclusive updates and offers on a weekly basis.

You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at [email protected]. For more information about our privacy practices please view our Privacy Policy. By clicking below, you agree that we may process your information in accordance with these terms.