2Firsts Global Monthly Review of Next-Generation Tobacco Products (May 2025)

May.16

In May 2025, the global novel tobacco market remained active with new product launches. ELFBAR introduced its first disposable shisha-style e-cigarette, DOJO released a high-puff compliant device in the UK, and IVG added smart features to its lineup. In heated tobacco and nicotine pouches, lil HYBRID 3.0 entered Japan, while GEEKBAR launched a new pouch product.

Special declaration:

1.This article is intended for internal industry communication only and does not make any recommendations for specific brands or products.

2.The images presented in this article are solely used to describe facts and are not intended as advertisements for any products.

3.This article is prohibited for minors to access.

【By 2Firsts】In May 2025, the global new tobacco market continued to show a trend of active innovation, with multiple brands making new advancements in different specialized fields. ELFBAR introduced disposable e-cigarettes for the first time, while Geekvape deepened its strategic layout in the nicotine pouch and HNB fields. Brands such as Lil and REJO also made progress in exploring new markets with their heated tobacco products. 2Firsts will combine industry trends with product information to objectively present the noteworthy developments in the global new tobacco market in May 2025, aiming to provide valuable insights and references for industry insiders and outsiders.

Vaporized E-Cigarette

ELFBAR E-Shisha Luxe 30,000

ELFBAR E-Shisha Luxe 30,000 is ELFBAR's first independently launched disposable waterpipe-style e-cigarette, marking the brand's official entry into the rapidly growing "disposable waterpipe-style e-cigarette" market. As a leading global e-cigarette brand, ELFBAR's move not only demonstrates its diversified product line, but also sends an important signal to the disposable waterpipe market. This move holds high reference value for observing industry trends and judging market direction.

2Firsts Global Monthly Review of Next-Generation Tobacco Products (May 2025) — ELFBAR E-Shisha Luxe 30000 Product Introduction | Image Source: ELFBAR

DOJO BLAST 10K

The BLAST 10K is a compliant large capacity disposable product launched by DOJO in the UK market, featuring a "2+8" pod combination. This configuration is relatively rare compared to the mainstream "2+10" disposable products, giving it a competitive edge through differentiation. As a brand under Smoore, DOJO's compliance layout and product innovation in the UK market have always been closely watched by the industry. The launch of the BLAST 10K reflects DOJO's flexible exploration of product forms within the regulatory framework, showcasing its leadership and demonstration significance.

IVG Smart Max

As a leading brand in the British market, IVG is a pioneer and leader in the development of 4in1 products. Although IVG's product line is relatively streamlined and new products are not released frequently, each new product launch still attracts widespread industry attention. With IVG Smart Max as an upgraded version of IVG Smart, increasing the number of puffs from 5,500 to 10,000 while adding smart screen functionality, the company continues to innovate within regulatory frameworks. This innovation provides important insights into product trends in the British market.

VIGO PLUS

VIGO PLUS is an open system product launched by ALD with significant innovative features. The product features a storage space that can hold 10ml of e-liquid, allowing users to refill the e-liquid immediately after the pod is empty, enhancing convenience. While similar designs are common in disposable e-cigarettes in the UK, VIGO PLUS is the first product to apply this structure to an open system, making it have some market innovation significance.

OXVA XLIM PRO 2 DNA

OXVA is a well-known open system brand from China, and XLIM PRO 2 is its classic product series, while XLIM PRO 2 DNA is an upgraded version of this series. This product is equipped with the DNA chip from the American chip company EVOLV, which features smart functions such as precise temperature control, suction habit memory, and personalized customization. Although there are not many changes in its appearance design, the upgrade in technical details is particularly prominent. Its collaboration with an American technology company is relatively rare in the supply chain system centered around Shenzhen, showcasing the brand's exploration value in the high-end and differentiated direction.

Heating cigarettes

Little Hybrid 3.0

The lil HYBRID 3.0 had previously been launched in the South Korean market, but its selection this time was based on its latest market dynamics and information value. In April of this year, the product entered the world's largest HNB market - Japan, and was sold through the IQOS channel. This not only represents a key milestone for the product entering a new market, but also sends a clear signal of closer brand collaboration and channel integration between KT&G and PMI.

REJO TS40 & REJO HS40

The REJO TS40 and REJO HS40 were launched on the REJO official website in August and December of 2024, but the brand did not officially announce their release at that time. It wasn't until April 2025 that REJO publicly confirmed that these two products had been officially launched in the European market.

REJO is a brand under Heaven Gifts specializing in the HNB (heat-not-burn) field, with the TS40 and HS40 currently being its only two HNB products. This not only represents an important layout for REJO in the HNB industry, but also reflects Heaven Gifts' efforts in extending into the diverse tobacco alternative market. With the official launch of these two products in the European market, REJO's brand strategy, product forms, and market paths are all worth continuous attention.

Fasoul Stella

Fasoul Stella is an HNB product launched by the Geekvape brand GEEK MIRACLE. Its design continues the visual style of the popular disposable e-cigarette product PULSE X from GEEKBAR, using a unique 3D curved screen that breaks the traditional design boundaries between HNB products and disposable e-cigarettes, giving it a very high recognition value among similar products.

The launch of Fasoul Stella reflects Geekvape's strategic positioning in the HNB race, and also showcases its continued innovation in product design. The product combines the design language of disposable e-cigarettes with HNB product form, possessing high market value and innovation significance.

Nicotine Pouch

G-Pulse

The market for nicotine pouches is rapidly heating up, becoming a hot spot in the global tobacco alternative field, with many top e-cigarette companies ramping up their efforts. G-Pulse is Geekvape's latest nicotine pouch product, reflecting not only the company's extension strategy in its product matrix, but also providing an important reference for the industry on how traditional e-cigarette companies are transitioning towards diversified nicotine solutions. The launch of G-Pulse carries significant market trend-setting significance.

As a leading global NGP media and think tank, 2Firsts is committed to providing the latest product and technology information and insights for practitioners around the world in various categories such as e-cigarettes, heated tobacco products, and modern oral products. This is to drive technological change and innovation in NGP products globally, ultimately bringing consumers a safer product and lifestyle.

With its information sources covering the supply chain in China and global markets, 2Firsts' product reports have become one of the most influential platforms for new product and technology releases globally.

Get in Touch with 2Firsts:

1.Share tips on new products or technologies;

2.Provide insights or comments on industry developments;

3.Seek media coverage for your products;

4.Help gather information on product distribution channels;
......

Contact Us:

1.Email: info@2firsts.com

2.Reach out to 2Firsts CEO Alan Zhao on LinkedIn

Also Read:

[1] Product | FASTA Nicotine Pouches Launch in U.S. with 22 Pouches per Can and 2 Nicotine Strengths

[2] Product | HQD Launches 2-in-1 Switchable Flavor Vape with 35,000 Puffs and 10 Flavor Combos

[3] Product | SMOORE’s FEELM Unveils New Vaping Solution Inspired by Fidget Toys and Sensory Play

[4] OXVA Launches Xlim SQ Pro 2 with 1.09-Inch Touchscreen and Six Built-In Tools

[5] UK Medicines Agency Announces in Late April: SKE, IVG, VOZOL Launch New Pod-Style Devices and Flavours

Notice

1. This article is provided exclusively for professional research purposes related to industry, technology and policy. Any reference to brands or products is made solely for the purpose of objective description and does not constitute an endorsement, recommendation, or promotion of any brand or product.

2. The use of nicotine products, including but not limited to cigarettes, e-cigarettes, and heated tobacco products, is associated with significant health risks. Users are required to comply with all relevant laws and regulations in their respective jurisdictions.

3. This article is strictly restricted from being accessed or viewed by individuals under the legal age.

This article is either an original work by 2Firsts or a reproduction from third-party sources with the original source clearly indicated. The copyright and usage rights of this article belong to 2Firsts or the original source. Unauthorized reproduction, distribution, or any other unauthorized use of this article by any entity or individual is strictly prohibited. Violators will be held legally responsible. For copyright-related matters, please contact: info@2firsts.com

AI Assistance Disclaimer

This article may have utilized AI to enhance translation and editing efficiency. However, due to technical limitations, errors may occur. Readers are advised to refer to the sources provided for more accurate information.

This article should not be used as a basis for any investment decisions or advice, and 2Firsts assumes no direct or indirect liability for any errors in the content.