2Firsts Analysis on 2025 E-cig Trends: Innovation-Driven Differentiation in Non-TPD, Pragmatism Under TPD

Statement:

This article is based on two independent research studies on global product trends, solely for the purpose of product innovation and technological research within the industry. It is not intended as an endorsement of any brand or product, and does not promote any brand or product. The products listed in this article represent new inspiration and ideas for the industry in terms of product innovation, and do not evaluate the sales volume or compliance of sales behavior of the products. Two Independents emphatically remind: minors are prohibited from accessing this content, and any form of sales and marketing activities targeting minors are strictly opposed.

On February 20, 2025, the leading global aerosol technology media and think tank, 2Firsts, successfully held the "Global New Tobacco Innovation and Technology Seminar" in Qianhai, Shenzhen. During the seminar, 2Firsts' product editor, Cai Ranran, delivered a keynote speech titled "New Year, New Trends: 2025 E-cigarette New Products and Trends," detailing the representative new products in the e-cigarette market since the beginning of 2025 and predicting the core trends in the e-cigarette market for 2025.

Through the analysis of new e-cigarette products in the global market, Cai Ranran classified the products according to TPD standards and non-TPD standards. She found that, driven by technological innovation and regulatory upgrades, the e-cigarette industry is experiencing a clear trend of differentiation. The non-TPD standard market places more emphasis on "innovative breakthroughs", creating unique consumer experiences through upgrades in visual, taste, and tactile aspects, forming competitive barriers. On the other hand, the TPD standard market focuses on "compliance cultivation", exploring product optimization and iteration while meeting regulatory requirements. This differentiation showcases the industry's development paths in different market environments.

Outside of TPD standards: Innovate to support differentiated competition, break free from internal competition. Innovation is concentrated in areas that consumers perceive as highly valuable.

Since the beginning of the year 2025, several representative products have emerged in non-TPD standard areas, as follows:

HQD CLICK PLUS: Dual-chamber flavors, customizable 

Artery CL6 Sweet & Ice Control 50K: Three pod design, dual adjustment control 

Kanger SUBOX PRO 50000: World's first triple control e-cigarette 

RiA NV30K: Curved screen, aurora light effect 

VFLY SUPER DTL: World's first interchangeable cartridge water pipe e-cigarette 

NEXA ULTRA InvisaCloud Edition: Switch between light and deep vaping, fog-free experience.

We analyzed the characteristics of these products and found that, outside of TPD standards, the future innovation of e-cigarette products will mainly focus on consumer high-perceived areas, including comprehensive upgrades to visuals, taste, and touch.

In terms of visual design, e-cigarette products not adhering to TPD standards are gradually adopting 3D curved screens as the design trend. For example, the GEEKBAR PULSE X series, a groundbreaking product set to debut in 2024, features a 3D curved screen along with dynamic lighting effects and innovative UI design, making it a key symbol of industry innovation. In the future, this fusion of technological aesthetics and practical functionality is expected to become the core of visual competition in the e-cigarette product market.

At the same time, some e-cigarette products are starting to incorporate fashionable elements, such as chains, further enhancing the product's sense of style. This pursuit of fashion will also become one of the hot topics for innovation in e-cigarette products.

Furthermore, smoke-free design will also become an important direction for future visual innovation. For example, the smoke-free design of the NEXA ULTRA InvisaCloud Edition provides consumers with a unique experience. This design not only creates differentiation for the product, but also offers users a more environmentally friendly and healthy usage experience.

In terms of taste, as adjustable e-cigarettes become mainstream in the market, the range of flavors continues to refine from traditional sweetness and icy flavors to more personalized options to meet consumers' pursuit of diverse tastes. For example, brands like LOST MARY and Doosan have introduced "sourness adjustment" feature, while FEELM has launched "spicy flavor adjustment", providing consumers with new taste experiences.

With the continuous popularization and deep application of AI technology, the user experience of e-cigarettes will be further enhanced in terms of sensory perception. The integration of AI not only makes operation more convenient and intelligent, but also provides users with a comprehensive interactive experience. In the future, the deep integration of AI and e-cigarettes will become one of the core trends in the industry. For example, the MEMERS Dr. AIR series launched by MEMERS VAPE, a brand under Sikary, is a product that claims to be the "world's first AI-driven e-cigarette solution," bringing users a new intelligent interactive experience.

TPD Standard: Pragmatism in Regulating Transition Period.

Under the TPD regulations, two experts summarized representative e-cigarette products released since the beginning of 2025, as follows:

RELX Maxgo Pro 22000: Large Capacity, Diverse Flavors 

Bloody Bar 30K Triple Twist: Triple Combination, Triple Flavors 

MEMERS Dr. AIR Series: Cartridge Replacement and Oil Injection, AI Big Screen 

VOZOL Ace Max: Category Expansion, Screen Enhancement

The products mentioned above indicate that e-cigarette manufacturers operating under the TPD standard in the UK are exploring new avenues for their products amidst the regulatory transition period for disposable e-cigarettes. They are no longer confined to the layout of disposable closed e-cigarettes but are now looking towards open and refillable products. For example, the e-cigarette brand ZOVOL, previously focused on disposable products, recently launched the refillable oil-compatible product Ace Max.

A more notable trend is that, under the TPD standards, e-cigarette products are placing a greater emphasis on innovation strategies centered around practicality. For example, by incorporating small displays to show key product information, or by increasing the size of the mouthpiece within compliance limits to enhance user experience, thereby better meeting consumer demands. A recent example in the UK e-cigarette market is the newly launched Bloody Bar 30K Triple Twist e-cigarette. This product features a design with 3 "2+10" combinations, offering three flavors and a whopping 30,000 puffs.

Furthermore, under the TPD standard, there will be a more prominent trend in the development of flavor-switching features in products. Users can easily switch flavors according to their personal preferences, enhancing the overall user experience. For example, various brands such as RELX, IVG, and VOOPOO have already introduced products with this flavor-switching capability.

The 2FIRSTS product column is dedicated to providing readers with the latest information on new products in the tobacco industry. To gather and share firsthand information from the industry, 2FIRSTS welcomes readers to submit articles and share the latest products in the e-cigarette field.

If you have any unique insights or information, please feel free to contact us at info@2firsts.com, or reach out to 2Firsts CEO Alan Zhao on LinkedIn.