Key Takeaways
- Since last October, at least eight new vape brands among unauthorized products in the U.S. market have emphasized American identity in their marketing, and none of them has authorization for sale in the United States.
- Some vape brands are using marketing elements such as stars and stripes and “built in the USA” labels.
- Trademark documents and business filings show that some of the eight brands are controlled by U.S. firms, while at least two are owned by companies from mainland China or Hong Kong, China.
- British American Tobacco estimated the U.S. vape market was worth about USD 12.00 billion in 2024 and said unauthorized products account for about 70.00% of U.S. vape sales.
2Firsts, April 8, 2026
According to Reuters’ April 7 report titled “Vape makers turn to ‘Made in America’ credentials amid Trump’s tariffs, crackdown,” the U.S. vaping market, long dominated by Chinese imports, is seeing an increase in products marketed as “Made in America.” Some analysts and industry executives said this reflects a shift in marketing strategy as the Trump administration intensifies enforcement against unauthorized brands.
At least eight new brands have emphasized “Made in America” credentials since last October
Reuters said the United States is the world’s largest vape market and a key target for major tobacco companies such as British American Tobacco, which estimated the market was worth around USD 12.00 billion in 2024.
The report said most vapes globally are produced in China and imported into the United States, often without formal regulatory authorization. According to Reuters’ analysis, at least eight new vape brands have appeared on U.S. shelves since last October and have highlighted their American credentials through brand presentation.
Trademark records and business filings show that none of these eight brands has authorization for sale in the United States. Some are controlled by U.S. firms, while at least two are owned by companies from mainland China or Hong Kong, China.
Analysts say the strategy may be aimed at reducing customs scrutiny
Barclays analyst Pallav Mittal said the vape companies appear to be betting that emphasizing American credentials will make their brands less likely to attract the attention of customs officials looking for unauthorized Chinese vapes at the U.S. border.
He said this could mean the U.S. crackdown on the large illegal vape market may have an even more gradual effect than major tobacco companies had hoped. If illegal players have found another way to remain in the U.S. market, then the shift from illegal to legal products could slow down.
The U.S. Food and Drug Administration declined to comment on whether there has been a shift toward U.S. production of vapes, but said it is illegal to sell unauthorized vapes regardless of where they are made.
Several brands promote “Made in America,” but production locations were not confirmed
Reuters cited Maxus Star as an example. The brand’s website uses the slogan “Vape American” and shows devices carrying stars and stripes as well as a “built in the USA” label. Reuters said it could not verify where the device is actually manufactured.
Trademark documents show that the MAXUS brand in the United States is owned by Hong Kong-based Rivermountain (H.K.) Tech, which also holds trademarks in China for several sub-brands of Chinese vape maker Freemax. Maxus Star, Freemax, and Rivermountain did not respond to requests for comment.
Another new label, OneTank, displays a U.S. flag and the phrase “made in USA” on its packaging.
Local business filings and U.S. trademark records show that the brand is controlled by a representative of Shenzhen Onevape Technology. Reuters also could not establish whether OneTank has any manufacturing site in the United States.
Some companies may be testing U.S. filling operations to reduce tariff and supply chain pressure
Steve Xu, an adjunct assistant professor at the University of Waterloo who follows the industry, said some manufacturers may be trialing U.S. production or increasing their use of U.S.-made vape liquids to help reduce tariff costs.
Reuters also said that U.S.-based vape company Charlie’s Holdings Inc. opened its first U.S. factory in December to fill one of its disposable vape brands with e-liquid. The company said the move was linked to supply chain disruptions associated with importing finished devices and to consumer preference for “Made in America” brands.
However, its annual report also states that its disposable vapes are still produced by a Chinese manufacturing partner.
BAT says unauthorized vapes account for 70.00% of U.S. sales
British American Tobacco said unauthorized vapes account for about 70.00% of U.S. vape sales, which has also reduced the market share of its own devices. Reuters noted that the FDA has authorized only 41 vape products for sale in the United States.
A vape industry consultant who works with Chinese firms said the increase in “Made in America” vape marketing reflects the fact that U.S. consumers are repeatedly hearing from the Trump administration that goods made in China are bad. Some tobacco companies also said, without providing evidence, that the trend suggests Chinese rivals are shifting tactics.
However, Chinese trade data show no decline in vape exports from China to the United States in 2025, with shipments still worth more than USD 4.00 billion.
British American Tobacco CEO Tadeu Marroco said this approach was intended to “get around” state and federal regulations. He added that as the administration increases enforcement, the companies “get more creative.”
Image Source: Reuters
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