Key takeaways
- Vape juice (e-liquid) is the flavored liquid a vape turns into vapor — usually just four things: PG, VG, flavoring and (optionally) nicotine.
- The PG/VG ratio shapes your vape: more PG means more throat hit and sharper flavor; more VG means bigger, smoother clouds.
- Nicotine comes two ways: freebase (smoother at low strengths) and nic salts (smooth at high strengths, in pods) — or 0mg, with none at all.
- Pick by three things: how much nicotine you need, the PG/VG ratio your device wants, and the flavor you like.
- It’s far less harmful than smoking but not risk-free: you’re still inhaling a heated aerosol, and if you don’t smoke or vape, there’s no reason to start.
Vape juice is the stuff that makes a vape work: the flavored liquid that gets heated into the vapor you inhale. Whether it’s called vape juice, e-liquid or e-juice, it’s the same thing, and under the hood it’s simpler than the wall of bottles at a vape shop makes it look. Here’s what’s actually in the bottle, the types you’ll meet, how to pick the right one, what it costs, and whether it’s safe, with links to the deeper guides on each piece.
What is vape juice?
Vape juice, or e-liquid, is the liquid your vape heats into an inhalable aerosol. A coil warms up, the liquid touches it and turns to vapor, and you breathe that in. That’s the whole job. It comes in a bottle you pour into a refillable tank or pod, or sealed inside a pre-filled pod or disposable, but it’s the same liquid doing the same thing either way.
What’s in vape juice? The four ingredients
Most vape juice is just four ingredients, and none of them are exotic:
- Propylene glycol (PG): a thin, near-flavorless liquid that carries flavor well and gives a bit of throat hit.
- Vegetable glycerin (VG): a thicker, slightly sweet liquid that makes the vapor and the clouds.
- Flavorings: food-grade concentrates, the same family used in the food industry.
- Nicotine: optional. Juice comes in a range of strengths, and plenty of it is 0mg with none at all.
That’s it for the vast majority of bottles. We break each one down, and what to look for, in our guide to the ingredients in vape juice.
PG vs VG: the ratio that shapes your vape
The two base liquids, PG and VG, are the ones that decide how your vape feels, and you’ll see their ratio on every bottle — something like 50/50, 70/30 or max VG. The rule of thumb:
- More PG (e.g. 50/50) = sharper flavor, more throat hit, thinner liquid that suits small pods and MTL devices. A small number of people find high-PG juice a little irritating and do better on higher VG.
- More VG (e.g. 70/30 or higher) = bigger, smoother clouds, thicker liquid that suits sub-ohm tanks.
Match the ratio to your device and you’re most of the way to a good vape. The full breakdown, with which ratio suits which kit, is in PG vs VG explained.
Nicotine in vape juice: strength, salts and zero
This is the part that matters most if you’re switching from cigarettes. Vape juice comes in a range of nicotine strengths, and in two forms:
- Freebase nicotine: the traditional form. Smooth at low strengths (3–6mg), harsh if you push it high. Best in bigger, lower-nicotine setups.
- Nicotine salts: smoothed with an acid so they stay easy to inhale even at high strengths (20mg and up), which is why they’re the go-to for small pods and ex-smokers who need a strong, fast hit.
Picking the right number is its own skill: too high and you’ll feel queasy, too low and you’ll chain-vape. Our guide to nicotine strengths and percentages walks through choosing, and nicotine salts explained covers the salt-vs-freebase choice. Prefer none at all? Nicotine-free (0mg) vaping is a full option: all the flavor and vapor, no nicotine.
The types of vape juice
Put those together and you get the four kinds you’ll actually meet on a shelf:
- Freebase e-liquid: standard bottled juice, usually higher-VG, for tanks and bigger pods.
- Nic salt e-liquid: high-strength, smooth, for small MTL pods.
- Shortfills: a larger bottle of 0mg juice with room left to add a “nic shot” yourself (common in the UK, where bottle sizes and nicotine are regulated separately).
- Pre-filled pods and disposables: the juice comes sealed in the device; convenient, but the priciest way to buy it per mL.
How do you choose the right vape juice?
It comes down to three decisions, in order:
- Nicotine strength: match it to how much you smoked (or go 0mg if you don’t want any). Start sensible; it’s easier to go up.
- PG/VG ratio: match it to your device: 50/50 for small pods, higher-VG for sub-ohm tanks.
- Flavor: the fun part, and the one that keeps you off cigarettes. There’s no wrong answer here; it’s taste.
Nail the first two and the juice will work in your device and satisfy you; the third is what makes you enjoy it. For the flavor side, we’ve tested and ranked the best vape juice flavors, and if you’re still choosing a device to run it in, the best e-liquid vape pens is a good place to start. For the full step-by-step version, see our guide to choosing the right vape juice.
How much does vape juice cost?
Not much, if you buy it right. A bottle of freebase e-liquid runs about $12–25 for 60–120ml, and nic salts around $12–20 for 30ml — far cheaper per mL than buying nicotine sealed in pre-filled pods or disposables. Filling your own from a bottle is the single biggest way to keep vaping cheap; we break the whole thing down in how much vapes cost.
How long does vape juice last?
Sealed and stored somewhere cool and dark, a bottle of vape juice keeps for a year or two; most carry a best-before date around two years from manufacture. It doesn’t spoil like food, but nicotine and flavor slowly fade with time, heat and light, so old juice can taste flat, look darker or separate — the signs it’s past its best. The full story on shelf life and storage is in how long vape juice lasts.
Is vape juice safe?
Here’s the honest version. The base ingredients (PG and VG) and the flavorings are food-grade, but “safe to eat” isn’t the same as “safe to inhale,” and the long-term data on breathing them in is still thin. Vape juice with nicotine also carries nicotine’s own baggage — it’s addictive and a stimulant. What the health bodies are clear on is the comparison: vaping is substantially less harmful than smoking, because there’s no burning tobacco, tar or carbon monoxide, but it is not risk-free, and if you don’t already smoke or vape, there’s no health reason to start. 1NHS — Using e-cigarettes to stop smoking. Available at: https://www.nhs.uk/live-well/quit-smoking/using-e-cigarettes-to-stop-smoking/ If nicotine is the part you want gone, nicotine-free vaping removes it entirely, though the inhaled-aerosol caveat still applies. And to head off the biggest scare: the diacetyl behind the “popcorn lung” myth was pulled from reputable juice years ago and banned in the UK and EU, with no good evidence vaping causes it — we go through the safety questions in full in is vape juice safe.
Can you make your own vape juice?
Yes, DIY vape juice mixes the same four ingredients yourself, which is cheaper and fully customizable if you’re willing to put in the effort and handle nicotine carefully. It’s a hobby in its own right; our beginner’s guide to DIY vape juice covers the basics, and steeping explains why letting a fresh mix sit can make it taste better. If clouds and flavor intensity are your goal, higher-VG juice in a sub-ohm setup is the route.
FAQ
What is vape juice made of?
Usually four things: propylene glycol (PG) and vegetable glycerin (VG) as the base, food-grade flavorings, and nicotine — though plenty of juice is 0mg with no nicotine at all. PG carries flavor and throat hit; VG makes the vapor.
Is vape juice the same as e-liquid?
Yes. Vape juice, e-liquid, e-juice and vape liquid are all names for the same thing — the liquid a vape heats into vapor.
What’s the difference between freebase and nic salt vape juice?
Freebase nicotine is smooth at low strengths but harsh when it’s high, so it suits bigger, low-strength setups. Nic salts stay smooth even at high strengths, which is why they’re used in small pods and by ex-smokers who want a strong, fast hit.
What PG/VG ratio should I get?
Match your device: a 50/50 (higher-PG) juice suits small MTL pods, while a 70/30 or higher-VG juice suits sub-ohm tanks built for clouds. The wrong ratio can leak or fail to wick properly.
Is vape juice safe?
It’s far less harmful than smoking (no tar or carbon monoxide), but it isn’t risk-free. You’re inhaling a heated aerosol, and any nicotine in it is addictive. If you don’t already smoke or vape, there’s no health reason to start.
Does vape juice expire?
It doesn’t spoil like food, but it has a best-before date (usually around two years). Nicotine and flavor fade over time, so old juice can taste flat or darken. Store it cool, dark and sealed.
