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2Firsts, September 15, 2025 - According to 2Firsts' systematic observation of global e-cigarette product trends from September 1st to 12th, the e-cigarette market this week showed several significant trends: leading tobacco companies frequently launched new products, continuing to drive the market; major e-cigarette brands made constant moves in product innovation and in response to market regulations; and compliance data from the UK's MHRA continues to reveal a clear industry shift towards reusable products.
Leading Tobacco Companies: Frequent New Product Launches, Outstanding Market Performance
This week, leading tobacco companies were active on the product front, demonstrating their powerful promotional capabilities in the e-cigarette market. glo Hilo launched nationwide in Japan, receiving high user recognition but drawing attention for its pricing; Philip Morris International's Korean company announced the launch of a limited "leaf green" color for the IQOS ILUMA i and ILUMA i ONE; and since its launch in May, the Ploom AURA heating device's cumulative sales have surpassed 2 million units, achieving the fastest cumulative shipment record of over a million units in JT's (Japan Tobacco) history.
- glo Hilo Japan Nationwide Launch:
glo Hilo Japan nationwide launch: 2Firsts tracks market response, with flavor and appearance praised and pricing drawing controversy.
- IQOS ILUMA i "Leaf Green" Limited Edition:
Philip Morris International launches limited "leaf green" edition of IQOS ILUMA i in Korea, with pre-sales starting on September 4th.
- Ploom AURA Record Sales:
Product | Ploom AURA has been a hot seller since its May launch, setting the fastest record in Japan Tobacco's history, surpassing 2 million units.
E-cigarette Brands' Recent Developments: Driven by Both Regulation and Innovation
E-cigarette brands ELFBAR, LOST MARY, GEEKBAR, and FASTA all had new developments recently, involving major new tobacco markets like the UK, the US, and Russia. These included the launch of new e-cigarette products and market price adjustments, reflecting the brands' efforts to cope with regulatory changes and seek product innovation.
- ELFBAR: In response to the UK's ban on disposable e-cigarettes, ELFBAR launched ELFBAR AF5500, a compliant alternative to its popular product AF5000, in the UK market.
Product | Following the discontinuation of AF5000, ELFBAR launches compliant alternative AF5500 in the UK.
- LOST MARY: LOST MARY launched the Nera Pureview pod kit and the PuffBall disposable e-cigarette in the UK and Russia, respectively. The new products cover different markets and feature unique designs, such as a transparent casing and a trackball.
Product | Claiming to be the industry's first trackball-controlled e-cigarette, LOST MARY launches PuffBall in Russia.
- FASTA: FASTA launched its new e-cigarette, the Fasta Burrst V2 37000, in the US, which offers multiple flavor adjustment versions.
Product | Offering four versions of flavors (ice, sour, creamy, and slushy), Fasta adjustable e-cigarette launches in the US.
- GEEKBAR: The US retail platform Vape Sourcing significantly increased the price of the GEEKBAR PULSE series. The Pulse X DTL 25K rose to $39.79, and the Pulse Mintz was adjusted to $29.9.
2Firsts Watch | GEEKBAR PULSE series prices rise in the US, with some models' prices doubling.
MHRA Updates: Trends in Compliant Products and Registration Dynamics
June-August Data Trends: From June to August 2025, the total number of e-cigarette SKUs approved by the UK's MHRA showed a fluctuating trend, "peaking in July and falling in August." E-liquid and pod products were the absolute main force of compliant registrations, consistently accounting for about 90%.
September Latest Developments: Between September 1st and September 7th, a total of 46 e-cigarette SKUs were approved. INNOKIN was the most active, submitting multiple new products.
As a leading global NGP media and think tank, 2Firsts is dedicated to providing the latest product and technological information and insights to practitioners around the world in various categories such as e-cigarettes, heated tobacco products, and modern oral products. It aims to drive technological changes and innovations in NGP products worldwide, thereby offering tobacco consumers globally with safer products and lifestyles.
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