Since the second half of 2024, the e-cigarette market has witnessed a wave of technological innovation, with numerous brands launching dual-can and triple-can e-cigarette products featuring taste adjustment functions. According to the observations of two top-2Firsts, after entering the second quarter of 2025, many e-cigarette brands including GEEKBAR, MR FOG, PYNE POD, etc., on the basis of previously launching “adjustable flavor” products, further laid out and launched e-liquid and e-cigarette products with more detailed flavor descriptions.
The popularity of products with adjustable flavors has declined
In the second half of 2024, many well-known brands including ELFBAR, LOST MARY, SMOK, OXBAR, etc. successively launched e-cigarette products with multiple adjustment functions. Such products mainly focus on cooling sensation adjustment, nicotine concentration adjustment, and sweetness adjustment. Some brands have further introduced more detailed adjustment modes such as acidity adjustment, spiciness adjustment, and dual-flavor mixing adjustment. The product form has gradually expanded from the relatively simple two-can e-cigarette to the three-can e-cigarette.
As of February 2025, some brands have launched e-cigarettes with four-level adjustment functions including ice content, sweetness, nicotine concentration and voltage output (read details).
However, we have observed that since 2025, the layout of “flavor adjustable” products by major brands has been basically completed, market heat has gradually stabilized, and the pace of new product launches has significantly slowed down.
The trend of detailed description of flavors is gradually emerging
After entering the second quarter of 2025, two top-2Firsts noticed that several e-cigarette brands, including GEEKBAR, MR FOG, and PYNE POD, had richer and more detailed descriptions of product flavors. A number of new taste level standards have been added, such as Coolness, Sweetness and Throat Hit.
We have collected several representative products, such as NOVA BLUE RAZZ STEEZY and NOVA MINT STEEZY e-cigarettes launched by MR FOG; Click 66K launched by Pyne Pod And the NIC SALTS e-liquid launched by GEEK BAR; These products have made innovations in the refinement and diversification of flavors.
MR FOG: In-depth Segmentation of blueberry and mint flavors
The e-cigarette brand MR FOG recently showcased two new products on its official website: NOVA BLUE RAZZ STEEZY and NOVA MINT STEEZY. Both of these two products are extended and developed based on the “NOVA ORIGINAL” series. The former is dominated by the blueberry flavor, while the latter focuses on the mint flavor series.
According to MR FOG ‘s website, NOVA BLUE RAZZ STEEZY’ is’ designed for blueberry lovers’ by blending classic blueberry flavors into 16 different flavors, including sour lemon ice and triple mango, with a focus on fruity and cool flavors.
The 16 different blueberry flavors are all labeled with “Coolness”, “Sweetness” and “Throat Hit” degrees, among which, The four flavors of PEACH ICE, BLUE RANCHER ICE, SOUR LEMON ICE and ICE have the strongest cooling and throttling sensations, which are rated as three stars and five stars respectively. The BANANA and TRIPLE MANGO flavors have the highest sweetness, reaching three and a half stars.
NOVA MINT STEEZY comes in three flavors: MIAMI, CLASSIC and MENTHOL. Each flavor is labeled as “Coolness”, “Sweetness” and “Throat Hit”. Among them, all three flavors have the same coolness and sweetness, while the throttling sensation of CLASSIC and MENTHOL reaches full stars, while that of MIAMI is slightly weaker.
GEEKBAR: Customized PG/VG ratio
The e-cigarette brand GEEKBAR has recently launched a new e-liquid product on its official brand website: NIC SALTS. This product offers 16 flavor options, a 10ml e-liquid capacity and a nicotine concentration of 20mg/ml. The official website introduces that the brand has customized different PG/VG ratios for different flavors of e-liquid.
The flavors of NIC SALTS are mainly “fruit” and “fruit + ice” flavors. In addition, there are also flavors such as Cool Mint and Coffee Tobacco. Each product flavor is labeled as “FRAGRANCE”, “COOLNESS”, “SWEETNESS” and “THROAT HIT”.
According to the official website of the GEEKBAR brand, NIC SALTS support “Custom PG/VG Blend”. For example, the Cherry Ice flavor is 60PG/40VG, the Strawberry Kiwi flavor is 55PG/45VG, and the Pineapple Ice flavor is 45PG/55VG.
PYNE POD: The coolness, sweetness and throbbing sensation are classified by star level
The e-cigarette brand PYNE POD has recently launched the Pyne Pod Click 66K disposable e-cigarette kit on the websites of several e-cigarette dealers in the United States. Each product kit contains one Pyne Pod Click 66K disposable e-cigarette (battery device + cartridge) and one spare cartridge.
In terms of product flavors, Pyne Pod Click 66K has a total of 11 flavors, and each product flavor is labeled as “COOLNESS”, “SWEETNESS” and “THROAT HIT”.
Among them, STRAWMANGO has the lowest sweetness, only two stars. The ice intensity of both TRAWMANGO and BLUEBERRY WATERMELON is two stars, which is also the lowest level among many flavors. In terms of the throat-hitting sensation, the 11 flavors are mainly distributed in the three-star and four-star grades.