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!


The Ultimate Guide to E-Liquid

In this guide we will break down all the need-to-know information about e-liquid. We will also go through what vape juice is made from while offering a guide to finding the right nicotine strength to suite you. Read on to get a comprehensive guide to vape liquid.

What is E-Liquid?

E-liquid is the key component of vaping. When heated and inhaled it is what creates the clouds of vapour and provides the desired nicotine and throat hit.

Vape Ingredients – What is in E-Liquid?

Vape Liquid is made up of four ingredients. These are diluents, flavours, water and nicotine.

Diluent is a liquid that is added to nicotine and other ingredients to dilute the mixture. However, it does offer other crucial functions to the substance. The amount of diluent added to the mix impacts the strength of the e-liquid my reducing the concentration of nicotine. It also plays a role in both the vapour and flavour production as it is the ingredient that creates the clouds of vapour and also transports the flavour and nicotine into the lungs when vaped.

There are two diluents found in e-liquid that offer different properties. These are known as PG and VG.

Vegetable Glycerine (VG)

Vegetable Glycerine is a thick liquid that is used to create a denser substance. It is also what produces the vapour when heated. The higher the VG content the thicker and larger the cloud of vapour.

Propylene Glycol (PG)

Propylene Glycol is the other key diluent that is used to carry the nicotine and flavour when heated to deliver a throat hit similar to smoking. The higher the PG content the stronger the flavour and throat hit.

These diluents are present in vape juice at different ratios, this will be clearly displayed on the bottle so vapers know whether it is the right ratio for their device or vaping technique. As previously mentioned, e-liquid with a high VG content will produce thicker clouds of vapour. This type of vape juice is designed to be used with high powered mod kits, utilising low resistance coils that can absorb thicker e-liquid to produce large clouds. Vape juice with a higher PG content is suited towards mouth-to-lung vaping. this technique closely resembles the most common method of smoking by holding the vapour in the mouth before inhaling into the lungs. This MTL vapers require e-liquid with a high PG content as too much VG will dilute the flavour and nicotine resulting in a weak hit. Plus, the coils designed for MTL vaping have a high resistance meaning they will struggle to wick thicker e-liquid.


Nicotine is the main stimulant in e-liquid. It is also an addictive substance usually found in cigarettes.

How Does Nicotine Vary in E-Liquid?

E-liquid comes in numerous nicotine strengths. This allows vapers to get the precise amount of nicotine they require. Heavy smokers usually find a higher strength vape juice such as 1.8% or 2.0% liquid suites them. New vapers who are unsure on the right strength for them should start with a 0.6-1.0% strength as a middle ground. If they require more than one 10ml bottle to satisfy their nicotine needs then they should increase the strength. Alternatively, if this too harsh then a lower strength will be more suitable.

What About Nic Salts?

Nic salt is designed to replicate the natural salt found in tobacco leaves to deliver a vaping experience that closely matches smoking. This type of vape juice provides a sharper rush of nicotine with a smoother throat hit than freebase e-liquid, even at higher strengths. Nicotine salts are designed for MTL vapers, especially those who require higher strength e-liquid but find regular vape juice too harsh.


Nicotine alone is flavourless. The taste when vaping comes from the of e-liquid flavouring within the propylene glycol (PG) content. Unlike smoking there are a wide range of flavours to choose from including tobacco, menthol, fruit, drink and cocktails, sweet and desserts, and more.

How Do You Store E-Liquid?

Fortunately, e-liquid doesn’t need to be refrigerated or require special storage. However, it is best to store in a cool and dark place to ensure it sustains the same flavour and strength over time. An ideal location would be a cupboard that doesn’t get too hot.

How Long Does E-Liquid Last Once Opened?

The most noticeable difference once a bottle of vape juice has been opened is that over time the liquid will start to turn darker. This occurs when nicotine is exposed to oxygen, this process should have little impact on flavour and vapour production.

Can Expired E-Liquid Cause Any Harm?

The date given on the bottle is only a guide, so the e-liquid does not go bad immediately after the expiration date listed. Over time vape juice does degrade which impacts the flavour and nicotine hit. Currently there is no data to suggest e-liquid is dangerous after the expiry date, although we would advise to stick to using vape juice that is in date.

Improve Your Vape Juice with Steeping

Steeping is when e-liquid is sat idle for a long period of time in order to mature the flavour. This practise can be used to enhance the flavour however it is important to not leave it for too long as it can it can over steep. This will result in either a stronger taste that can be too harsh and unpleasant, or it can become too weak and lose its flavour. Different e-liquid flavours take longer to steep than others so it can be hard to work out when it is ready. Fruity concentrates usually take 1 or 2 days whereas a Tobacco or dessert flavour can take over 2 weeks.

DIY E-Liquids

DIY vape juice allows for complete freedom to create your ideal e-liquid flavour. At the Electronic Cigarette Company we stock all the ingredients you’ll need to create your own vape juice including the best quality diluents and flavour concentrates.

Closing Thoughts

This was our ultimate guide to vape juice. If you have any unanswered questions or want to find out more about vaping then check out the rest of our support page for guides and FAQs about everything vaping related. We also post regular articles on our Blog including reviews about the latest releases from top brands.

Our friendly customer service team are always happy to help using the live chat function in the bottom right corner.

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.