Recently, we conducted a systematic monitoring and organization of the public notice contents of the electronic cigarette product notification database of the Medicines and Health Products Regulatory Agency (MHRA) of the United Kingdom from August 2nd to August 10th, 2025. During this period, MHRA disclosed a total of 329 SKUs, including brands such as ELFBAR, OXVA, INNOKIN, SKE, and VAPES BARS.
According to the MHRA regulatory process, once a product is publicly displayed in the notification database, it indicates that the SKU has passed the compliance review and obtained the legal sales license in the UK market.
The following are the main brands, product types and preliminary market trend analysis involved in this update of the notice
INNOKIN and OXVA have launched new e-cigarette devices, and the new brand NEXEL has also introduced new products
At “Electronic cigarette – Rechargeable, device only Any rechargeable which can also be used as a refillable should be reported under the refillable A total of 2 SKUs were updated in the “category. (E-cigarettes – Rechargeable, Devices Only)” product category from August 2nd to August 10th.
The MVP 60K Device of INNOKIN, a brand under Shenzhen Xinyikang Technology Co., LTD., has been publicized. The dealer’s website shows that this product has more than 9 flavors to choose from and is powered by a 1000mAh built-in battery. Currently, it is in the “COMING SOON” stage.
The OXVA SlimStick Battery of the brand OXVA under Shenzhen Ailimi Technology Co., Ltd. has been disclosed. This product is equipped with a 2-milliliter pre-filled range hood cartridge and is powered by a 1500mAh built-in battery. Currently, it is in the “COMING SOON” stage.
In “Electronic cigarette – Refillable, place on the market with one type of e-liquid (fixed combination). Put on the market together with a type of e-liquid (fixed combination). Among the product categories, a total of 2 SKUs were updated from August 2nd to August 10th.
AERO Refillable Pod-Fruit Gum 20mg/ml and AERO Refillable Pod-Fruit Fusion under the NEXEL brand of NEXGEN TECHNOLOGY HK LIMITED 20mg/ml has been publicly announced.
We checked the Alibaba Cloud trademark search website and learned that the “NEXEL” trademark for tobacco and cigarette accessories in Class 34 was applied for registration by New Generation Technology Co., Ltd. in March 2025. The company also applied for the registration of the trademark “AERO RUSH” for tobacco accessories in Class 34.
In “Electronic cigarette – Refillable, place on the market with one type of e-liquid (fixed combination). Put on the market together with a type of e-liquid (fixed combination). Among the product categories, a total of 2 SKUs were updated from August 2nd to August 10th.
AERO Refillable Pod-Fruit Gum 20mg/ml and AERO Refillable Pod-Fruit Fusion under the NEXEL brand of NEXGEN TECHNOLOGY HK LIMITED 20mg/ml has been publicly announced.
We checked the Alibaba Cloud trademark search website and learned that the “NEXEL” trademark for tobacco and cigarette accessories in Class 34 was applied for registration by New Generation Technology Co., Ltd. in March 2025. The company also applied for the registration of the trademark “AERO RUSH” for tobacco accessories in Class 34.
The NEXEL brand first appeared on the MHRA’s e-cigarette search system in the UK on June 25, 2025, indicating that NEXEL is a brand in its infancy in the UK’s compliant e-cigarette market.
Yijiate and the British brand FEOBA have launched new open devices
In the product category of “Electronic cigarette – Refillable, device only. (Electronic cigarette – Refillable, Device Only)”, a total of 4 SKUs were updated from August 2nd to August 10th.
The product announcements of the brands KEEGO, ANYX, SILVER CIG and MAX E-CIG under Shenzhen Yijiate Technology Co., Ltd. are as follows:
· K1 Kit Gradient (KEEGO)
· K1 Kit 2ml 1.2 Gradient (KEEGO)
· MEGA Kit Gradient (ANYX)
· MEGA Kit 2ml (ANYX)
· K1 Kit 2ml 1.2 Gradient (SILVER CIG)
· Turbo Mesh Kit (MAX E-CIG)
The products announced by FEOBA, a brand under FEOBAWAVE LIMITED, are as follows
The same SKU (TREO series) :
· FEOBA TREVO Refillable Device
· FEOBA TREO Refillable Device
· FEOBA TREO 25000 Refillable Device
· FEOBA TREO 33000 Refillable Device
The same SKU (Feoba Pro series) :
· Feoba Pro Refillable Device
· Feoba Pro 6000 Refillable Device
· Feoba 6000 Pro Refillable Device
319 cigarette cartridge SKUs have been updated, including brands such as ELFBAR, SKE, and OXVA
A total of 319 SKUs were updated in the “Refill container/cartridge containing e-liquid. (Refilling containers/Cartridges containing e-liquid)” product category from August 2nd to August 10th Involving brands such as FEOBA, SKE, OXVA, ELFBAR, VAPES BARS, etc.
The 66 latest SKUs of SKE, a brand under Shenzhen SKE Technology Co., LTD., in this category have been made public. The nicotine concentration of the publicized products is mainly 10MG/ML and 20MG.
The 11 latest SKUs of OXVA, a brand under Shenzhen Ailemi Technology Co., LTD., in this category have been made public. The nicotine concentration of the publicized product is mainly 20MG/ML, and it is suitable for OXVA SlimStick Prefilled Cartridge e-cigarettes.
The 92 latest SKUs of ELFBAR, a brand under Aiqiji (Shenzhen) Technology Co., LTD., in this category have been made public. The nicotine concentration of the publicized products is mainly 20MG/ML and is applicable to e-cigarettes such as ELFBAR DUAL10K, ELFBAR 4IN1 ULTRA50, and ELFBAR DUAL REFILLABLE POD.
In the product category of “Individual part of electronic cigarette capable of containing e-liquid”, a total of 2 SKUs were updated during the period from August 2nd to August 10th.
The brand products under Shenzhen Yijiate Technology Co., Ltd. are publicly displayed as follows:
· K1 Pod, K1 Pod 2ml 1.2 (KEEGO)
· MEGA Pod (ANYX
· MEGA Pod 2ml 1.2 (ANYX)
· MONO X-Black (INK LORDS)
· K1 Pod 2ml 1.2Ω (SILVER CIG)
· Turbo & Box Mesh Coil Transparent 2mL (MAX E-CIG)