UK Releases Latest Approved E-cigarette List: 227 New SKUs Cleared, Including ELFBAR, LOST MARY, and VAPORESSO

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Key Points:

·The Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette product notification database displayed 227 SKUs between July 19 and 28.

·Heaven Gifts (ELFBAR, LOST MARY) has launched a variety of high airflow e-cigarette devices.

·The SKU of e-liquid containers/pods has been updated to 208, mainly involving brands such as LOST MARY, SKE, MAXFEL, and JNR.

【By 2Firsts】Recently, 2Firsts systematically monitored and organized the contents of the UK Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette product notification database for the period of July 19 to 28, 2025. During this time, MHRA disclosed a total of 227 SKUs, including brands such as ELFBAR, LOST MARY, and VAPORESSO.

According to MHRA regulatory processes, a product appearing in the notification database signifies that the SKU has passed compliance reviews and obtained legal authorization for sale in the UK market.

This is a list of the main brands, types of products, and preliminary market trends analysis included in this announcement update：

Heaven Gifts to Launch New Product Line Featuring Devices with Up to 50,000 Puffs

A total of 4 SKUs were updated in the "ELECTRONIC CIGARETTE - RECHARGEABLE, DEVICE ONLY ANY RECHARGEABLE WHICH CAN ALSO BE USED AS A REFILLABLE SHOULD BE REPORTED UNDER THE REFILLABLE CATEGORY" product category between July 19 and 28.

·Heaven Gifts Germany has added 2 new SKUs in this category, including the ELFBAR brand's ELFBAR PLUS30 DEVICE and ELFBAR PLUS50 DEVICE, as well as the LOST MARY brand's LOST MARY NERA PUREVIEW DEVICE.

·The ELFBAR PLUS50 DEVICE has been launched on Elfbar UK and the UK e-cigarette distributor website VAPE CLUB. The product status on both websites shows "COMING SOON." According to VAPE CLUB, the product kit consists of three pods designed with a "2+10" layout, a battery capacity of 800mAh, a nicotine concentration of 20mg, and a total of 50,000 puffs.

·At this time, we have not been able to find any online sales information for the ELFBAR PLUS30 DEVICE.

·The new Mary Nera Pureview device has been launched on the UK e-cigarette retailer website VAPE CLUB, with its status listed as "COMING SOON." According to the website, the product is an e-cigarette designed with a "2+10" setup, featuring an 800mAh battery capacity, 20mg nicotine concentration, and 30K puff count.

·The e-cigarette brands Ultra Pro and TWINKLE ULTRA under Beijing Langwu Technology Co., Ltd.'s MAXFEL brand have been officially announced; while the e-cigarette brand Double Drip 10K Device under VAPOURIZ LABS LIMITED's Double Drip brand has also been officially announced.

VAPORESSO has Added New SKU to its ARMOUR G & GS Lineup

In the "KIT – PACK CONTAINING MORE THAN ONE DIFFERENT E-CIGARETTE DEVICE AND/OR MORE THAN ONE DIFFERENT REFILL CONTAINER/CARTRIDGE" product category, there were a total of 3 SKU updates from July 19th to the 28th.

·Two products from the VAPORESSO brand under Smoore (SMOORE), the VAPORESSO ARMOUR G and VAPORESSO ARMOUR GS, have been revealed. The two SKUs come in 10 and 9 colors, respectively. ARMOUR G & GS are not new products from the VAPORESSO brand, as they were already launched on the VAPORESSO brand's official website in September 2024.

NANASNAP TRADING LIMITED has announced the release of the SAVAGE VAPE brand's SAVAGE VAPE S7 KIT e-cigarette.

Five Wheel Group Brands Unveil New SKE, MAXFEL, and JNR Pods in Major Announcement

In the "Individual part of electronic cigarette capable of containing e-liquid" product category, a total of 11 SKUs were updated between July 19th and 28th.

·Shenzhen Wulun Electronics Co., Ltd. has announced the release of its Voom, VapeSoul, Silver Cig, IMP BAR, IZY VAPE, and EID brands' POD FILL POD, IMP BAR POD FILL POD, and CLICK REFILLABLE Pod.

·Vapouriz Labs Limited's Double Drip brand has added 9 new SKU's to its Double Drip 10K line. These products have a nicotine concentration of 20mg and come in 2ml e-liquid capacity. The flavors are mainly "fruit + ice" and "mixed fruit flavors".

·The SAVAGE VAPE S7 POD, a brand under NANASNAP TRADING LIMITED, has been officially announced.

In the product category of "Electronic cigarette – Refillable, device only," a total of 1 SKU was updated from July 19th to the 28th. The updated SKUs belong to FLUMLITE TECHNOLOGIES LTD's UT and PLENA brands, specifically the UT battery device only and PLENA PRISTELLE battery device only.

In the product category of "Refill container/cartridge containing e-liquid," a total of 208 SKUs were updated between July 19th and 28th. The main brands involved include LOST MARY, SKE, MAXFEL, and JNR.

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

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