Lost Mary and Urban Tale Launch E-hookah 26K Product in U.S. Market

Nov.11.2024
Lost Mary and Urban Tale Launch E-hookah 26K Product in U.S. Market
Lost Mary and Urban Tale release new disposable e-cigarette, Urban Tale X Lost Mary E-hookah 26K, priced at $15.99 in the US.

Special Statement:

 

  • This article is for internal industry exchange only and does not endorse any brand or product.
  • The images displayed in this article are solely for descriptive purposes and do not serve as advertisements for any product.
  • This article is not accessible to minors.

 

Recently, 2Firsts noted that a disposable hookah-style e-cigarette jointly developed by Lost Mary and Urban Tale—the Urban Tale X Lost Mary E-hookah 26K—has been listed on U.S. e-cigarette distributor websites such as vapesourcing and unishowinc, with a price around $15.99.

 

Lost Mary and Urban Tale Launch E-hookah 26K Product in U.S. Market
Urban Tale X Lost Mary E-hookah 26K|Image source:unishowinc

 

Specifically, the Urban Tale X Lost Mary E-hookah 26K has the following features:

 

Lost Mary and Urban Tale Launch E-hookah 26K Product in U.S. Market
Mapping: 2Firsts

 

 Notably, according to information on distributor websites, the Urban Tale X Lost Mary E-hookah 26K features a user interaction design with a four-level challenge function, allowing users to upgrade from “Bronze” to “Champion.”

 

Compared with recent disposable hookah-style e-cigarettes launched by well-known brands like Oxbar, Kanger, Olit, and HQD, the Urban Tale X Lost Mary E-hookah 26K shares a low nicotine concentration, similar to the products of Oxbar, Kanger, and Olit.

 

Currently, the Urban Tale X Lost Mary E-hookah 26K is listed on U.S. e-cigarette distributor websites such as vapesourcing and unishowinc but has yet to appear on the official websites of Lost Mary and Urban Tale.

 

Lost Mary and Urban Tale Launch E-hookah 26K Product in U.S. Market
Urban Tale brand official website homepage | Image source: Urban Tale

 

It is reported that the Urban Tale brand primarily focuses on e-liquid products, and its official website showcases two e-cigarette models, XPLORE and XPLORE PRO, along with the XPLORE PRO pod. 

 

Through checking various distributor websites, 2Firsts found that the brand's e-liquid products were also jointly launched with Lost Mary. However, no direct connection between Urban Tale and Lost Mary has been identified at this time.

 

Lost Mary and Urban Tale Launch E-hookah 26K Product in U.S. Market
E-liquid products from Urban Tale available on vapesourcing | Image source: vapesourcing

 

According to Tianyancha, the Class 34 tobacco products trademark for Urban Tale was filed by PALMA TERRA LIMITED. In June of this year, Reynolds Tobacco in the United States initiated a "337 investigation" into specific e-cigarette products, issuing a general exclusion order, a limited exclusion order, and a cease-and-desist order, which included this company.

 

Lost Mary and Urban Tale Launch E-hookah 26K Product in U.S. Market
Urban Tale registration information | Image source: Tianyancha

 

2Firsts will continue to monitor the latest products and market trends in disposable hookah-style e-cigarettes, providing the public with accurate and authoritative industry information.

 


 

2Firsts' product column remains committed to delivering readers the latest product updates in the new tobacco field. We invite readers to submit insights and news on e-cigarette developments.

 

For unique perspectives or information, feel free to contact us at carrie.cai@2firsts.com or scan the QR code below.

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn


Notice

1.  This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3.  This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4.  Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

 

Copyright

 

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

 

AI Assistance Disclaimer

 

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

Philippines BIR Steps Up Illicit Vape Enforcement Ahead of Christmas Shopping
Philippines BIR Steps Up Illicit Vape Enforcement Ahead of Christmas Shopping
The Philippines’ Bureau of Internal Revenue is intensifying enforcement against illicit vape and tobacco products ahead of the Christmas shopping season, directing regional and enforcement offices to strengthen monitoring of production sites, warehouses, distribution channels and retail outlets. The BIR destroyed 240,550 illicit vape products in August with an estimated tax liability of about PHP1.53 billion. A nationwide tax-compliance operation in July also inspected 3,590 businesses involved in tobacco and vapor products.
Regulations
Sep.17 by 2Firsts Perspectives
Juul Displays FDA-Authorized JUUL2, Highlights Age Verification at NACS Show 2026
Juul Displays FDA-Authorized JUUL2, Highlights Age Verification at NACS Show 2026
At the 2026 NACS Show in Las Vegas, Juul Labs displayed its JUUL2 e-cigarette system alongside existing products, age-verification messaging and mobile coupons, 2Firsts observed. The JUUL2 device and Virginia Tobacco and Polar Menthol pods received FDA marketing authorization in August 2026. Booth materials highlighted longer battery life, greater e-liquid capacity and connected-device features. A TruAge sign and a mobile coupon presentation also featured at the booth, with weekly offers available to age-verified adult nicotine consumers at participating retailers.
EXPO
Oct.09
Altria Showcases Ploom, Marlboro Heated Tobacco Sticks and Non-Nicotine Energy Products at NACS Show 2026
Altria Showcases Ploom, Marlboro Heated Tobacco Sticks and Non-Nicotine Energy Products at NACS Show 2026
At the 2026 NACS Show, Altria displayed Ploom devices alongside imagery of Marlboro-branded heated tobacco sticks, while also featuring RIOT Energy and Proper Wild non-nicotine products. The booth showcased on! PLUS nicotine pouches, including 12 mg variants not listed among FDA-authorized products as of October 9, and NJOY e-cigarettes. Altria also presented convenience-store traffic figures highlighting its retail presence. 2Firsts examines the company's expanded product portfolio, non-nicotine business activities and the regulatory status of products displayed at the show.
EXPO
Oct.10
Reynolds Puts Nearly 183,000 U.S. Contracted Outlets Under Age-Verification Rules, Covering 94% of Volume — Can It Shift an Unauthorized Vape Market?
Reynolds Puts Nearly 183,000 U.S. Contracted Outlets Under Age-Verification Rules, Covering 94% of Volume — Can It Shift an Unauthorized Vape Market?
Reynolds American says nearly 183,000 U.S. retail outlets are under contract, with its Retail Marketing Plan Contract covering about 94% of company volume and requiring point-of-sale age verification. The company combines those contracts with We Card, TruAge, NACS-linked infrastructure and POS integration, while enhanced Vuse Pro retail rules add ID scanning, purchase limits and stronger underage-sales accountability. The initial Vuse Pro rollout targets about 50,000 stores. The system is taking shape as unauthorized vapor products remain dominant in parts of the U.S. market: a 2026 study estimated they accounted for 69.4% of tracked brick-and-mortar e-cigarette dollar sales in December 2025.
Special Report
Oct.15
Malaysia Liquid Nicotine Returns to Poisons List, Leaving Vape Retail and RM354 Million Tax Collection in Legal Uncertainty
Malaysia Liquid Nicotine Returns to Poisons List, Leaving Vape Retail and RM354 Million Tax Collection in Legal Uncertainty
Malaysia’s withdrawal of its appeal in a landmark liquid-nicotine case has left a High Court ruling that struck down the 2023 nicotine exemption in force, bringing liquid and gel nicotine used in vaping products back under the Poisons Act 1952. At the same time, the Control of Smoking Products for Public Health Act 2024 continues to provide a regulatory framework for vaping products, creating uncertainty over retail sales, taxation and existing inventory. MPs are calling for nicotine vape sales and excise collection to stop, including refunds of more than RM354 million collected since 2023, while industry and consumer groups are asking the government to clarify the current legal position.
Sep.04
Global Nicotine-Pouch E-Commerce Group Haypp Shuts Sweden’s Snusnetto Over Age Verification as Identity Checks Become Industry Infrastructure for New Nicotine Products
Global Nicotine-Pouch E-Commerce Group Haypp Shuts Sweden’s Snusnetto Over Age Verification as Identity Checks Become Industry Infrastructure for New Nicotine Products
Sweden's Supreme Administrative Court has declined to hear an appeal over age verification for tobacco and nicotine products collected from parcel lockers, leaving in place a lower-court ruling that geo-located BankID verification is insufficient to securely verify the actual recipient. Haypp Group has stopped tobacco and nicotine sales through Snusnetto and is deploying a new system across its other Swedish e-commerce sites to verify the age of the person who actually opens the locker and receives the shipment. The change comes as age verification across next-generation nicotine products expands from purchase checks into retail, delivery and, for some e-cigarettes, device access itself.
Regulations
Oct.20