E-juice — also called e-liquid or vape juice — is what creates the vapor and flavor in your vape. With thousands of options on the market, choosing the right one can be confusing. This guide explains everything you need to know about PG/VG ratios, nicotine types, flavor categories, and how to match your e-juice to your device.
Choosing e-juice is easily the part of vaping I’m most passionate about. With a food science degree and six years of obsessive taste-testing behind me, I’ve developed what I call a “flavor library” in my head — I can close my eyes, take a puff of something new, and immediately categorize the sweetener type, the VG/PG balance, and whether the flavoring is natural-derived or synthetic. It’s a weird skill, but it means I can cut through marketing hype pretty quickly. When a brand says “natural strawberry flavor” and it tastes like strawberry candy, I know what’s actually going on. Below is everything I’ve learned about making smart e-juice choices without having to taste-test 500 bottles yourself.
What Is E-Juice Made Of?
Every e-juice contains four basic ingredients:
- Propylene Glycol (PG) — a thin, odorless liquid that carries flavor and produces throat hit
- Vegetable Glycerin (VG) — a thick, slightly sweet liquid that produces vapor clouds
- Nicotine — available in various strengths, or you can choose nicotine-free (0mg)
- Flavorings — food-grade concentrates that create the taste profile
The ratio of PG to VG is one of the most important factors in how your e-juice performs. Our complete e-liquid guide covers PG/VG ratios, nicotine types, and steeping in even greater depth. Getting this right makes the difference between a great vaping experience and a frustrating one.
PG vs. VG: What the Ratio Means
| Ratio | PG/VG | Characteristics | Best Device |
|---|---|---|---|
| 50/50 | Equal PG & VG | Balanced flavor and vapor, moderate throat hit | Pod systems, MTL tanks |
| 70/30 VG | High VG | Big clouds, smooth hit, slightly muted flavor | Sub-ohm tanks, box mods |
| 80/20 or Max VG | Very High VG | Maximum clouds, very smooth, reduced throat hit | RDAs, high-wattage mods |
| 70/30 PG | High PG | Strong throat hit, intense flavor, less vapor | MTL devices, older clearomizers |
Which Ratio Should You Choose?
Using a pod system or MTL device? Go with 50/50 or 60/40 VG. These thinner liquids wick properly in small coils and deliver satisfying throat hit. High-VG juice in a pod system can cause dry hits and flooding because the liquid is too thick for the small wick ports.
Using a sub-ohm tank or box mod? Choose 70/30 VG or higher. Sub-ohm coils need thicker liquid to avoid flooding and leaking. The higher VG content also produces the bigger clouds that sub-ohm vapers expect.
Not sure? A 70/30 VG blend is the most versatile ratio and works in most modern devices. Start there if you are unsure.
Nicotine Strength: Finding Your Level
Nicotine strength is measured in milligrams per milliliter (mg/ml). Choosing the right level depends on your smoking history and device type.
| Nicotine Level | Best For | Equivalent |
|---|---|---|
| 0mg | Nicotine-free vaping, flavor only | No cigarettes |
| 3mg | Light smokers, sub-ohm cloud chasing | Ultra-light cigarettes |
| 6mg | Moderate smokers, sub-ohm daily use | Light cigarettes |
| 12mg | Pack-a-day smokers, MTL devices | Regular cigarettes |
| 20mg (nic salt) | Heavy smokers transitioning, pod systems | Full-flavor cigarettes |
| 35–50mg (nic salt) | Heavy smokers who need maximum satisfaction | 2+ packs per day |
Important: Match Nicotine to Your Device
This is the single most common mistake new vapers make. High nicotine (20mg+) in a sub-ohm setup delivers a massive amount of nicotine per puff — it will likely make you dizzy and nauseous. Conversely, 3mg in a low-wattage pod may not satisfy your cravings if you are a heavy smoker.
The rule of thumb:
- Sub-ohm tanks and box mods → 3mg to 6mg freebase nicotine
- Pod systems and MTL devices → 12mg freebase or 20mg–50mg nicotine salt
Nicotine Salt vs. Freebase Nicotine
There are two forms of nicotine used in e-juice, and they behave differently:
Freebase Nicotine
The traditional form of nicotine in e-juice. It has a higher pH level, which means it produces a noticeable throat hit — especially at concentrations above 6mg. Freebase nicotine is absorbed more slowly by the body, giving a gradual nicotine effect. It is the standard choice for sub-ohm vaping at 3mg or 6mg.
Nicotine Salt
A newer formulation — covered in depth in our top nicotine salt e-liquids guide — that adds benzoic acid to lower the pH, resulting in a much smoother throat hit even at high concentrations (35mg–50mg). Nic salts are absorbed more quickly, delivering a rush of nicotine similar to a cigarette. They are designed for low-wattage pod systems and MTL devices.
Which should you choose? If you are using a pod system and want a quick, satisfying hit — go with nic salts. Devices like the Vaporesso XROS series are purpose-built for nic salt e-juice. If you are running a sub-ohm setup and want smooth clouds — stick with freebase. Check out our E-Juice collection for both options.
Here’s something most e-juice guides won’t tell you: your palate changes significantly during the first two weeks of vaping, especially if you’re coming from cigarettes. When I started, menthol was the only thing that tasted “right” to me — everything else seemed muted and artificial. By week three, my taste buds had recovered enough from cigarette damage that fruit flavors suddenly exploded with detail I couldn’t detect before. I specifically remember trying Juice Head Strawberry Kiwi on day 18 and thinking “oh, THIS is what people have been talking about.” If a flavor seems flat or weird in your first week, bookmark it and revisit it later. You might be surprised.
E-Juice Flavor Categories
Flavor is the most personal part of choosing an e-juice. Here are the main categories and what to expect from each:
Fruit
The most popular category by far. Fruit flavors range from single-note profiles (straight mango, strawberry, watermelon) to complex blends (tropical fruit medleys, berry mixes). They tend to be refreshing and work well in any setup. Great for all-day vaping.
Dessert and Bakery
Rich, sweet profiles like vanilla custard, cinnamon roll, cheesecake, and cookie dough. These flavors pair exceptionally well with sub-ohm setups where the warmth of the vapor enhances the dessert experience. Be aware that heavily sweetened dessert juices can shorten coil life.
Menthol and Ice
Cool, refreshing menthol flavors — either standalone or combined with fruit (known as “iced” flavors). Menthol e-juices are popular with ex-menthol cigarette smokers and anyone who enjoys a cooling sensation. Common combos include watermelon ice, mango ice, and mint.
Tobacco
Designed to replicate the taste of traditional cigarettes, cigars, or pipe tobacco. Modern tobacco e-juices range from straightforward smoky profiles to complex blends with caramel, vanilla, or nutty undertones. These are a natural choice for smokers transitioning to vaping who want a familiar taste.
Candy and Drink
Sweet, bold profiles inspired by candies (gummy bears, sour belts, cotton candy) and beverages (lemonade, coffee, energy drink). These tend to be fun, flavorful options that work as an occasional treat or an everyday vape depending on your preferences.
How to Choose Your First E-Juice
If you are new and not sure where to start, our beginner’s vaping guide covers device selection in detail. For choosing your e-juice, follow this simple process:
- Determine your device type — this dictates your PG/VG ratio and nicotine type
- Decide your nicotine level — based on your smoking habits (see the table above)
- Pick a flavor family — start with what you already enjoy in food and drinks
- Buy small bottles first — try 30ml bottles until you find flavors you love before committing to larger sizes
- Try at least 3 flavors — your palate for vapor is different from your food palate; some surprises are guaranteed
Our E-Juice category has hundreds of options organized by brand. If you know the type of flavor you want, use the search function to narrow it down.
E-Juice Storage and Shelf Life
Proper storage — along with regular device cleaning — extends the life of your e-juice and keeps the flavor fresh:
- Keep it cool and dark — a drawer, cabinet, or closet is ideal; avoid direct sunlight and heat
- Shake before use — ingredients can settle over time, especially in heavier VG blends
- Seal the cap tightly — oxygen exposure degrades nicotine and dulls flavor
- Shelf life — most e-juice stays good for 1–2 years from manufacture date; check for darkening, off smells, or peppery taste as signs of degradation
Steeping: Does It Make a Difference?
Steeping is the process of aging e-juice to develop its flavor. It works similarly to letting wine breathe. Some vapers swear by it, while others vape fresh off the shelf. Here is the reality:
- Tobacco and dessert flavors benefit most from steeping (1–4 weeks)
- Fruit and menthol flavors are usually best fresh or with minimal steeping (a few days)
- Method: store the sealed bottle in a cool, dark place and shake it daily; that is all there is to it
Frequently Asked Questions
Why does my e-juice taste different in different devices?
The coil type, wattage, and airflow all affect how flavor is produced. A fruit flavor that tastes bright and crisp in a pod system at 15W might taste warm and mellow in a sub-ohm tank at 60W. The same e-juice can produce noticeably different experiences across devices. If you want to sample flavors without committing to a bottle, our best disposable vapes roundup features devices with a wide range of pre-filled flavor options.
Why does my e-juice turn dark?
Nicotine oxidizes over time when exposed to heat, light, or air, causing the liquid to darken. This is normal and does not necessarily mean the juice has gone bad. However, if the flavor tastes harsh or peppery, the nicotine has likely degraded and it is time for a new bottle.
Can I mix two different e-juices together?
Yes, mixing is perfectly safe as long as both are standard e-juices. Many vapers blend flavors to create custom profiles — strawberry plus menthol, for example. Just keep the PG/VG ratios compatible with your device and be mindful of the combined nicotine strength.
How much e-juice will I go through per day?
Typical consumption varies by device type. Pod system users average 1–3ml per day. Sub-ohm vapers can go through 5–15ml per day depending on wattage and habit. A 30ml bottle lasts most pod users about two weeks; a sub-ohm vaper might finish it in a few days.
One last thought from someone who has literally made this her job: don’t be afraid to branch out from your comfort zone. I was a fruit-only vaper for my first two years. Then a friend convinced me to try a vanilla custard from Kind Juice, and it completely changed how I think about dessert profiles. Now my daily rotation includes a fruit, a dessert, and a menthol — I swap based on the time of day and my mood, almost like pairing wine with a meal. Morning is crisp fruit, afternoon is something sweet, evening is a calming menthol. Your vaping experience gets dramatically better once you stop treating juice like a one-size-fits-all decision.
Find Your Perfect E-Juice
The right e-juice makes all the difference between a vaping experience you enjoy and one that sits in a drawer. Match your PG/VG ratio to your device, pick the right nicotine strength for your needs, and experiment with flavors until you find your favorites. Browse our full E-Juice selection to explore hundreds of options from top brands.
Nicotine Warning: Vaping products contain nicotine, which is an addictive chemical. These products are intended for use by adults of legal smoking age only. If you do not currently use nicotine, do not start.
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