Key Points
- Virginia's vape directory contains 213 product records from 15 manufacturers. BAT, Altria, Imperial Brands, JTI-related businesses and JUUL account for 127 entries, or approximately 59.6%.
- Vuse, JUUL and NJOY largely feature tobacco- and menthol-flavored closed-pod systems. CrossBar 20K lists four 13mL disposables advertised at up to 20,000 puffs, while Loon has 16 disposable entries featuring fruit, cooling and beverage-related flavors.
- A total of 120 records, or 56.3%, are labeled as having PMTAs under FDA review. Another 93 are marked as having FDA marketing orders issued.
- From October 1, selling unlisted products carries a minimum first-violation civil penalty of $5,000 per product. Virginia also introduced retail tobacco permits and opened annual product recertification.
2Firsts October 30, 2026
An analysis by 2Firsts of Virginia's liquid nicotine and vapor product certification directory identified 213 product records from 15 manufacturers, including Vuse, owned by British American Tobacco (BAT); NJOY, owned by Altria Group; and products from JUUL, blu and Logic.
Independent brands, including CrossBar 20K, Loon and Breeze, also appear in the directory.
Vuse, JUUL and NJOY listings are concentrated in tobacco- and menthol-flavored closed-pod systems. CrossBar 20K offers a 13mL disposable advertised at up to 20,000 puffs, while Loon has multiple disposable products featuring fruit, cooling and beverage-related flavors.
Of the 213 entries, 120 are labeled as having premarket tobacco product applications (PMTAs) under review by the U.S. Food and Drug Administration (FDA), accounting for 56.3% of the directory.
Virginia revised its penalties for selling products absent from the directory on October 1, 2026. A first violation carries a minimum civil penalty of $5,000 per product, and noncompliant products may be seized. The state also introduced retail tobacco permits and opened new certification and annual recertification applications.
Vuse, JUUL and Other Major Manufacturers Account for 127 Entries
Manufacturers associated with BAT, Altria, Imperial Brands, Japan Tobacco International (JTI) and JUUL Labs account for 127 of Virginia's 213 product records, or approximately 59.6%, according to the 2Firsts analysis.
R.J. Reynolds Vapor Company, part of BAT's U.S. operations, has 50 entries, the largest number among listed manufacturers. The records cover Vuse Alto, Solo and Vibe products, including prefilled pods, devices and kits.
JUUL Labs follows with 39 entries for JUUL devices, JUULpods and different retail packaging configurations. Vuse and JUUL together account for 89 records, approximately 41.8% of the total.
Altria-owned NJOY has 17 entries, including products from its NJOY ACE pod system and NJOY DAILY disposable line.
Imperial Brands' Fontem US LLC has 14 entries covering blu devices, pods and disposable products. JTI-associated Logic Technology Development LLC has seven records involving Logic Pro and Logic Power products.
| Company or Group | Main Brand | Records |
|---|---|---|
| British American Tobacco (BAT) | Vuse | 50 |
| JUUL Labs | JUUL | 39 |
| Altria Group | NJOY | 17 |
| Imperial Brands | blu | 14 |
| JTI-associated business | Logic | 7 |
| Other 10 manufacturers | CrossBar, Loon, Breeze and others | 86 |
| Total | 15 manufacturers | 213 |
Source: Virginia product directory; 2Firsts calculations. Records include flavor, nicotine-strength, pack-size, device and kit variants. They do not represent 213 distinct product models or market share.
The major manufacturers' closed-pod products largely feature tobacco and menthol flavors.
Vuse Alto entries include Classic Tobacco, Golden Tobacco, Menthol and Aqua Frost Menthol. JUULpods records primarily cover Virginia Tobacco and Menthol, including 3% and 5% nicotine strengths. NJOY ACE and DAILY products also focus on tobacco and menthol variants.
Other pod systems include blu's Gold Leaf Tobacco, Rich Tobacco and Menthol products; Logic's tobacco and menthol offerings; and Leap pods featuring Rough-Cut, Kentucky, Georgia and Carolina Tobacco, alongside menthol variants.
The directory includes multiple nicotine strengths, pack sizes and device combinations within these product lines.
CrossBar 20K Advertises 20,000 Puffs; Loon Lists 16 Disposable Products
Independent vaping brands also feature in Virginia's directory. Blue Nine LLC has four CrossBar entries, Maduro Distributors, Inc. has 18 Loon records, and Breeze Smoke LLC has one listing.
CrossBar 20K
Virginia lists four CrossBar products under the names Tobacco RW, Tobacco BS, Menthol MM and Menthol BR.
According to CrossBar's website and a previous 2Firsts product investigation, CrossBar 20K is a rechargeable, non-refillable disposable with a 13mL e-liquid capacity, 50mg/mL nicotine concentration and a built-in 2,000mAh battery. The company advertises up to 20,000 puffs per device.
CrossBar's website also displays five-device retail packs and provides a wholesale inquiry channel.
The four Virginia entries use tobacco- or menthol-related directory names, while their corresponding commercial product names include butterscotch, raspberry wafer, blue raspberry ice and mint references.
| Virginia Directory Name | Corresponding Commercial Name | UPC |
|---|---|---|
| Tobacco RW | Raspberry Wafer Tobacco | 850071163391 |
| Tobacco BS | Butterscotch Tobacco | 850071163377 |
| Menthol MM | Miami Mint Menthol | 850071163438 |
| Menthol BR | Blue Razz Ice Menthol | 850071163414 |
A previous 2Firsts investigation found the same four CrossBar 20K products in Pennsylvania's electronic nicotine delivery systems directory, with matching UPCs.
Loon Maxx and Loon Air
Of Loon's 18 records, 16 are classified as disposable vaping products. The remaining two cover menthol and tobacco Refill Shot products.
Loon Maxx accounts for five disposable entries: Blue Razz, Bowser Berry (Kiwi Berry), Frozen Grape, Frozen Mango and Frozen Melon.
Loon Air accounts for 11 entries: Raspberry Blueberry Lemon, Berry Lemonade, Grape, Strawberry Watermelon, Pineapple Ice, Mango Ice, Bad Bull, Orange, Strawberry Ice, Mint and Lush Ice.
Flavor descriptions in the directory include blue raspberry, kiwi strawberry, grape menthol, mango menthol and watermelon menthol. Bad Bull is identified as Citrus Energy Drink.
Historical listings from other state directories and wholesalers identify certain Loon Maxx products with 6.5mL capacities and approximately 2,000 advertised puffs, while some Loon Air+ products are listed with 3.5mL capacities. Specifications differ across versions and sources, so these figures apply only to the corresponding products.
Breeze and Other Independent Brands
Breeze Smoke LLC has one tobacco-flavored disposable entry. Distributor information matching its UPC identifies the product as part of the Breeze Plus Tobacco line.
Custom Technologies, LLC has four eCig4Inmate entries covering Mixed Berry, Iced Peach, Menthol and Tobacco flavors.
E-Alternative Solutions, LLC has seven Leap records, comprising a device and six prefilled pods, primarily in tobacco and menthol flavors.
The directory also includes bottled e-liquids from Coastal Clouds, Charlie's Chalk Dust, Fumizer and Pure Laboratories, as well as a smaller number of refillable devices and related components.
| Brand or Series | Records | Representative Specifications | Flavor Characteristics |
|---|---|---|---|
| CrossBar 20K | 4 | 13mL; up to 20,000 advertised puffs | Tobacco/menthol directory categories with fruit, dessert and cooling-related commercial names |
| Loon Maxx | 5 | Some historical versions: 6.5mL; approximately 2,000 puffs | Blue raspberry, berries, grape, mango, melon |
| Loon Air | 11 | Some Air+ versions: 3.5mL | Fruit, cooling and citrus energy drink |
| Breeze Plus Tobacco | 1 | Exact capacity for matching UPC not independently confirmed | Tobacco |
| eCig4Inmate | 4 | Closed-system vaping products | Mixed Berry, Iced Peach, Tobacco, Menthol |
CrossBar specifications and puff counts are based on company and packaging information. Some Loon specifications come from historical state directories and commercial listings and should not be applied to every Virginia-listed SKU.
More Than Half of Directory Records Labeled as Under FDA Review
Of Virginia's 213 records, 120 are marked "PMTA under review by FDA," representing 56.3% of the total. Another 93 entries, or 43.7%, are labeled "Marketing Order Issued."
The CrossBar, Loon, Breeze and Leap records are labeled as being under PMTA review. Manufacturers associated with Vuse, JUUL and NJOY have multiple entries marked as having FDA marketing orders issued.
According to the Virginia Attorney General's Office, the directory's eligibility categories include products with FDA marketing authorization; products marketed in the United States as of August 8, 2016; and products with PMTAs submitted on or before September 9, 2020, that meet the review or decision-status conditions specified in state law.
Inclusion in Virginia's directory does not constitute FDA marketing authorization. The FDA statuses cited in this article reflect the state's directory records, while products remain subject to applicable federal and state legal requirements.
Virginia Raises Penalties for Unlisted Products, Allows Seizures
Virginia made its electronic nicotine product directory available for public inspection on December 31, 2025. The Attorney General's Office began enforcement against unlisted products on April 1, 2026.
Under Section 59.1-293.20 of the Code of Virginia, revised penalties took effect on October 1 for selling, distributing or importing for retail sale products absent from the directory.
| Violation | Minimum Civil Penalty per Product |
|---|---|
| First violation | $5,000 |
| Second violation | $10,000 |
| Third violation | $15,000 |
Before October 1, the law imposed a penalty of $1,000 per day for each product unlawfully offered for sale until it was removed from the market or properly listed.
The revised law establishes minimum penalties by violation number and allows law-enforcement officers to seize products unlawfully sold or offered for sale. Seized products for which lawful possession cannot be established may be forfeited, destroyed or otherwise disposed of, with related costs borne by the party from whom they were confiscated.
Authorities may also recover reasonable investigation, litigation and attorney costs.
The law provides an initial 60-day inventory transition period following the directory's first public release for retailers, distributors and wholesalers to address unlisted stock. This provision does not establish a new automatic 60-day sales period each time a product is removed from the directory.
More Than 3,000 Businesses Apply for Retail Permits as Manufacturers Face Year-End Recertification
Virginia introduced its retail tobacco permit requirement on October 1, 2026, administered by the Virginia Alcoholic Beverage Control Authority (Virginia ABC).
Virginia ABC said more than 3,000 businesses submitted retail tobacco permit applications in September 2026.
The permit application fee is $300 for businesses already holding an ABC alcohol license and $400 for other retailers. Each location requires a separate permit.
Because some applications had not completed documentation and background checks, Virginia ABC issued temporary authorization letters to qualifying businesses that applied before October 1 and passed an initial review.
Applicants were required to submit outstanding documents by October 21. The temporary letters expire on December 1.
Retail tobacco permits and product directory certifications are separate requirements. Holding a retail permit does not automatically establish the eligibility of every product offered for sale.
For manufacturers, Virginia reopened new product certification applications and annual recertification for existing directory products on October 1.
Initial certification costs $5,000 per SKU, while recertification costs $2,500 per SKU.
At those rates, certifying 10 new SKUs would cost $50,000 in application fees, while recertifying 10 existing SKUs would cost $25,000.
Certifications issued before December 31, 2025, remain valid through December 31, 2026, provided the products continue to meet applicable requirements.
The Attorney General's Office recommends that manufacturers submit recertification applications by November 1 to allow processing before the year-end deadline.
Manufacturers seeking to maintain their Virginia listings must complete the required recertification process, while retailers must continue to verify both the directory status of products and their own permit compliance.
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