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

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【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.

Related Reading: ELFBAR E-Shisha Luxe 30000: Innovative Disposable E-Cigarette Model

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.

Related Reading: DOJO BLAST 10K: Innovative E-cigarette with 2+8 Pod System

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.

Related Reading: IVG Smart Max: New Features and Lower Price

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.

Related Reading: FRESOR launches VIGO PLUS e-cigarette with 10ml e-liquid storage

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.

Related Reading: PMI Japan Launches KT&G lil HYBRID 3.0 Device

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.

Related reading: REJO HS40 and TS40: Cutting-edge Heating Device Analysis

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.

Related Reading: GEEK MIRACLE Launches Heat-Not-Burn Device Compatible with IQOS Pods, Similar to GEEKBAR PULSE X

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.

Related Reading: GEEKBAR's G-Pulse Launches in North America with 3 Strengths

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.

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