Pure is our own e-liquid, made for VapeHQ and sold only through us. It exists because after years of advising people across our stores we had a clear picture of what most switchers actually need, and we wanted to build it rather than hope somebody else would.

This is the guide to what is in the range and which flavour suits which person. If you are earlier in the process and still working out what sort of liquid you need at all, our older guide to which e-liquid is right for you is the better place to start.

Who the Pure range is for

Chiefly people using a pod kit or a mouth-to-lung device, which covers the overwhelming majority of those moving across from cigarettes. Every Pure flavour is a 10ml bottle at a strength between 0mg and 20mg, which is the range that suits those kits.

It is also for anyone who wants consistency. Buying the same liquid repeatedly and getting the same thing every time sounds unremarkable until you have had it go wrong. Our PURE range was lab tested before we were legally required to test it, and that has not changed.

It is not the range for sub-ohm cloud vaping. If you use a big direct-to-lung kit at 3mg, you want a high-VG shortfill, and the one Pure product relevant to you is the nic shot covered further down.

What to look for when choosing yours

Start from what you smoked

If you smoked regular cigarettes, a tobacco flavour will feel most familiar. If you smoked menthols, go to the menthol side. If you have already been vaping a while and want a change, the fruits are where most people end up.

Then pick your strength

Every Pure flavour comes in 0mg, 5mg, 10mg, 15mg and 20mg. That is an unusually complete ladder and it is deliberate. Most people making the switch start at 20mg or 15mg, moderate smokers at 10mg, and lighter smokers at 5mg. The UK legal maximum is 20mg/ml and nicotine bottles are 10ml or smaller.

The value of the full ladder is that stepping down later costs you nothing in flavour. You move from 20mg to 15mg to 10mg over months and the taste never changes, which removes one of the common reasons people stall.

Note that Pure is freebase

Pure is freebase nicotine, which gives a firmer throat hit than a nicotine salt at the same strength. Some former smokers actively prefer that, because it feels closer to the sensation they are used to. If you would rather have 20mg without the throat hit, our own-brand QSalts range is the nicotine salt equivalent at around £3.32.

The tobacco flavours

Pure Virginia is blended for a smooth vape and is a favourite among tobacco enthusiasts. It is the one our advisers hand over most often to someone who has just put down a packet of cigarettes. Honest and everyday rather than showy.

Pure UK Sterling is a blend of tobaccos aimed squarely at an all-day vape. Slightly rounder than the Virginia. If you smoked a standard British cigarette rather than anything specific, this is the closer match.

Pure Cigar goes richer, delivering the sweet tobacco taste and aroma of a good cigar. An evening flavour more than a morning one, and the pick for anyone who found ordinary cigarettes a little thin.

The menthol flavours

Pure Ice Menthol is our most popular flavour by far, across the whole shop. A blast of minty chill backed with menthol, built for people who smoked menthols before the ban and want that flavour back.

Pure Menthol is the plainer classic. Cleaner, less aggressive, and the one to choose if the full ice version is too much. It also mixes well if you like adding a minty edge to another flavour.

The fruit flavours

Pure Strawberry is a simple, succulent strawberry and one of our most popular. The safest first step away from tobacco flavours.

Pure Watermelon is sweet and refreshing with none of the seeds. One of the gentlest all-day options in the range.

Pure Raspberry sits at the tarter end, and is a good palate reset if a sweeter flavour has stopped registering.

Pure Grape is a firm favourite among our fruity vapers, fresh off the vine rather than artificially purple.

Pure Blackcurrant is mellow, sweet and full-bodied with tart notes, and reminiscent of a certain beloved carton drink. A properly British flavour.

Pure Strawberry Kiwi blends the two fruits, with the kiwi adding enough tartness to stop the strawberry cloying over a long day.

The iced fruits

These pair a fruit with our Ice Menthol base, and they are the bridge between the menthol and fruit sides of the range.

Pure Mango Smoothie is mango with a real cooling sensation, aimed at menthol lovers who want a sweet hint with every vape. Pure Blackcurrant Ice combines our famous Ice Menthol with the Blackcurrant, which is the classic British pairing. Pure Cherry Ice delivers a cold cherry vape, sweeter again. Pure Grape Ice takes one of our best sellers and chills it.

One more thing in the range

Pure High VG Nicotine Shot, at around £1.25, is not a flavour. It is for use with nicotine-free sub-ohm shortfills. One 10ml bottle added to a 50ml shortfill gives you roughly 3mg. If you use a direct-to-lung kit, this is the Pure product you need, and our guide to mixing shortfills covers the process.

Pure or QSalts, since both are ours

We make two own-brand e-liquids and people reasonably ask which to choose. The honest answer is that they are built for different preferences rather than different quality levels.

Pure is freebase, in 0mg to 20mg, at around £4.16. It gives a firmer throat hit at any given strength. A lot of former smokers find that sensation reassuring, because it is closer to what they are used to, and the full five-step strength ladder makes it the better choice if you intend to reduce nicotine gradually.

QSalts is nicotine salt, in 5mg to 20mg, at around £3.32. It feels considerably smoother at 20mg, and the nicotine registers a little quicker, which helps in the first weeks when cravings need answering promptly.

If you are in your first month away from cigarettes and want maximum comfort, start with QSalts. If you want a firmer draw, or you are planning a slow step down through several strengths, Pure gives you more room. Buying one bottle of each is a couple of pounds well spent to settle it.

Why we make our own at all

Two practical reasons rather than any grand claim. Supply, and consistency.

Third-party flavours come and go. A liquid you have settled on can be discontinued, reformulated or simply unavailable for a month, and for someone six weeks into stopping smoking that is a genuinely destabilising thing. Because Pure is ours, we control whether it stays on the shelf.

Consistency is the second. Every batch is made to the same specification and tested, so the bottle you buy in a year tastes like the one you bought today. That sounds like a small thing and it is one of the most common complaints we hear about other ranges.

Matching a Pure flavour to you

Smoked regular cigarettes and just switched? Pure Virginia or Pure UK Sterling at 15mg or 20mg. Smoked menthols? Pure Ice Menthol at the same strengths. Been vaping a while and want something brighter? Pure Strawberry or Pure Watermelon. Want fruit but miss the cold? Pure Mango Smoothie or Pure Blackcurrant Ice.

Stepping your nicotine down? Stay on whichever flavour you like and simply move down the ladder, 20mg to 15mg to 10mg, over months rather than weeks.

Every flavour above is around £4.16 for a 10ml bottle. Browse the full Pure range, the Pure Essentials line, or the wider e-liquid collection if you want to see what else we carry. We are rated 4.8 out of 5 by over 4,800 UK customers, and our friendly advisers will happily recommend a Pure flavour based on what you used to smoke.

Worth planning for: a vaping duty of £2.20 per 10ml applies to e-liquid from 1 October 2026, which affects every brand equally including our own.