【By 2Firsts】As growth in disposable vapes plateaus and regulations tighten worldwide, global e-cigarette companies face a pressing challenge: how to achieve product iteration and brand expansion without crossing regulatory lines. At the Dubai World Vape Show in June, 2Firsts sat down with Andrew Koh, AIRSCREAM’s Global Head of Market, Brand, and Communications, to discuss the UK-based brand’s strategic responses to regulatory pressures. During the event, AIRSCREAM unveiled its large-capacity refillable device, the AirsPops ORKA, while reiterating its commitment to nicotine alternatives and outlining its compliance-driven strategy.
No Disposable Vapes: Launching a 20ml Refillable Device
As disposables become a frequent target for regulators, AIRSCREAM showcased the AirsPops ORKA—a 20ml large-capacity refillable device—at the expo. Designed with the brand’s signature minimalist style, the ORKA avoids flashy colors and screens. According to Andrew, the device is aimed primarily at markets like the Middle East, where large-capacity devices remain permissible.
“We do not encourage disposable products. Instead, we want users to adopt refillable devices for repeated use, reducing waste and potentially slowing the pace of regulatory tightening,” he emphasized.
This stance is not new. As early as the 2023 Dubai expo, AIRSCREAM had voiced clear concerns about the environmental impact of disposable e-cigarettes in an interview with 2Firsts.
Oral Nicotine Sees Rapid Growth: Focus on M13 Series
At the same time, AIRSCREAM showcased its oral nicotine brand M13, which includes two product lines: nicotine pouches and nicotine strips. The Flavour Boozt series, in particular, enhances aroma release by incorporating flavor capsules into the pouches, offering a differentiated user experience.
AIRSCREAM established a nicotine pouch R&D lab in the Czech Republic as early as 2023, focusing on formula innovation and compliance development for this product category.
Andrew noted that while e-cigarettes remain the company’s main revenue driver, its nicotine alternatives business is growing rapidly, with R&D investment increasing year by year.
Adapting to Global Regulatory Differences with Flexible Market Strategies
AIRSCREAM now operates in over 60 countries worldwide, employing a variety of market entry models tailored to local conditions.
In New Zealand, the brand focuses on product and brand development, while compliance and sales are managed by local distributors. This collaborative model helps avoid direct regulatory exposure and ensures consistent brand messaging.
In Australia, AIRSCREAM has chosen to enter the market via the “pharmaceutical pathway,” where products require a doctor’s prescription and are sold through pharmacies, rather than being managed as conventional vaping products. “This is not a vape market; it’s a pharmaceutical protocol,” Andrew emphasized.
He added that Africa, with its stable regulations and clear market structure, is set to become a key focus for the brand’s next phase of expansion.
Youth Protection as a Bottom Line: No Candy-Flavored Vapes
When discussing nicotine alternatives, Andrew repeatedly highlighted the importance of child-resistant packaging and youth protection. “Many people ask why we make our packaging so hard to open. We respond with one question: If your product were misused by a child, could you still sleep at night?” he said.
In his view, protecting minors is not only a matter of regulatory compliance but also a crucial component of AIRSCREAM’s commitment to a “long-termism” strategy. “We are fully capable of making our products as attractive as candy, but we choose not to. That is our bottom line.”
Andrew explained that this philosophy of “going the extra mile” permeates every detail of product design—from the packaging of nicotine products to the overall structure of the packaging. AIRSCREAM repeatedly emphasizes a clear boundary of “adults only,” rather than lowering usage barriers to capture a larger market.
This approach is also reflected in their product line and the style presented on their official website: minimalist design, restrained use of color, and a rejection of any flashy or entertainment-oriented visual elements.
“Not Building Products Just for Today”
Before the interview concluded, Andrew left a telling summary:
“If we only build products for today, there will be no story to tell tomorrow.”
Against the backdrop of the decline of disposable product logic and the comprehensive tightening of regulations, AIRSCREAM is striving to demonstrate that the e-cigarette industry can also advance steadily and sustainably under a long-termist vision.
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