E-liquid is the soul of e-cigarettes, but only top 4 brands have patents

Since 2019, the e-cigarette industry has become the focus of capital’s favor and the center of public opinion topics. More and more entrepreneurs are going to the e-cigarette field to catch up with the new trend under the cold winter of capital. At the same time, various brands also start with e-liquid to develop brand-new electronic cigarette products more suitable for Chinese people to conquer the domestic consumer market. At present, only Boulder, Relx, Myst labs and SnowPlus make a lot of “voices” in e-liquid. It can be seen that with the entry of capital and the increasingly strict regulatory trend, a “dark war” of E-liquid technology is coming.

For e-cigarettes, E-liquid is the soul of a product. The quality of E-liquid determines the user’s product experience. At the same time, E-liquid products are the focus of consumer repurchase and the key to brand profitability. This also means that whoever can hold the initiative of E-liquid in his hand will be able to gain a leading edge in the fierce domestic brand competition.




Boulder is an electronic cigarette brand owned by Boulder international, which was jointly founded in Pennsylvania by Robert Hebe, Ron dephil and Wang Ze at the end of 2013.

Boulder international, as an integrated group of e-cigarette R & D, production and sales, has strong strength in the field of E-liquid R & D and production. Its E-liquid is sold in 7000 stores across the United States, with a deep user base. At the same time, the E-liquid used in the pod system products under Boulder is all produced by Boulder’s own E-liquid factory, which realizes the seamless connection between device and E-liquid.

Recently, Boulder has unveiled E-liquid R & D architecture for the first time. Its U.S. laboratory is responsible for the R & D and production of nicotine salt and E-liquid substrate, while the domestic team will deploy E-liquid products suitable for Chinese people according to users’ taste preferences and use experience. From May this year, Boulder has applied for a number of E-liquid related patents, or will layout the low nicotine market. However, Boulder started late in the pod vape market, and it will take time to test whether it can replicate its E-liquid advantages in the pod field.




Relx was founded by Wang Ying, a former Uber China executive, in early 2018. In less than a year, it has obtained 38 million yuan of financing from source capital leading investment and IDG capital following investment. It has become one of the brands in the field of electronic cigarette in China.

Recently, Relx with capital also accelerated the layout of e-cigarette technology research and development, and built its own E-liquid testing laboratory. Jiang Xingtao, director of E-liquid R & D, introduced that the laboratory will focus on the research of e-cigarette stability, atomizing liquid safety, smoke safety, core raw materials, etc., and test the methanol value in the process of E-liquid evaporation. After the storage of carts for more than two years, whether the materials and components have changed, and under absolute temperature, such as high or low temperature, whether the e-liquid has safety risks or not.

From the public information of Relx, the author finds that up to now, Relx has focused its strategy on the quality inspection of E-liquid, and there is not much public information on the R & D and production of E-liquid. However, in the domestic market where the OEM mode is popular, the lack of R & D and production capacity of E-liquid will undoubtedly affect its future strategic development layout.


Myst Labs

myst labs

Compared with Boulder and Relx, Myst labs was founded later. In March 2019, it was founded by Xing Chenyue, the former first scientist of Juul. It is reported that Xing Chenyue is a doctor of chemical engineering of the University of California, a former researcher of biotechnology gene Tech in the United States, and participated in the research and development of nicotine salt in Juul.

Xing Chenyue once said publicly that Myst labs has the scientific research team and research ability to develop nicotine salt, which is a technical advantage that domestic e-cigarette start-up companies do not have. Its new product is Myst P1.

Can Myst labs, with the “trump card” of Juul chief scientist, win in E-liquid research and development? Industry insiders said that the current technology of Juul is limited to the state of high nicotine concentration, in order to maintain a good taste, in the domestic market environment of increasingly strict supervision of electronic cigarettes, “high concentration” will encounter higher policy risk. It is not known whether the lack of local Jull’s technical experience can achieve results in the domestic market.

There is also good breaking news that 2nd generation nicotine salt tech by nicotine salt X by Myst Labs is coming in the near future.


snowplus introduction

As a leading enterprise in the electronic cigarette industry, SnowPlus was invited by the organizer of the conference and the initiator of the laboratory, Guangdong Tianjian Testing Technology Service Co., Ltd. to attend the launching ceremony of the laboratory, and to discuss with practitioners for the healthy and lasting development path of the electronic cigarette industry. They invented their own e-liquid with great taste and patent.


Looking back to China, the national standard of e-cigarettes will be implemented in this year, or a new round of reshuffle will be carried out for the e-cigarette market. The strict regulation of E-liquid content and emission composition will also bring new challenges to the R & D and production of E-liquid. Who can be the last unicorn in the electronic cigarette industry? The market will give us a satisfactory answer.

SnowPlus new product e-coffee is launched

SnowPlus held a special new product launch conference for SnowPlus e-coffee today.

On the site of the conference, SnowPlus team prepared a Coffee Time Trip carefully, witnessing the development of coffee with the present guests, and jointly opened the era of e coffee.

snowplus e-coffee

In the opening dance of the Black Clothes Man and the wonderful performance of the Model Show of E-Coffee, the SnowPlus E-Coffee appeared officially.

snowplus e-coffee

The founder of SnowPlus, Wang Sa, SnowPlus partner Li Zekun, brand VP Zhang Yutong and so on came on stage to elaborate the concept of the birth of electronic coffee and the scientific and technological points and features of the product.

“We redefine a kind of ‘coffee that can be vaped’, so that coffee is no longer a leisure choice for a small number of people, but a more convenient way of refreshing without environmental restrictions and physical restrictions.

snowplus e-coffee

Imagine that when you need a cup of coffee, you don’t have to work hard to find the coffee shop around, and you don’t need to worry about stomach discomfort caused by high concentration of coffee, or oral problems caused by drinking coffee for a long time, you just need to take a slight puff of a SnowPlus e coffee from your pocket, that’s what it is made for!

The author didn’t try the product. I guess it’s a new coffee flavor pod on the old SnowPlus vape device. Because the device looks the same as the last SnowPlus vape.

30th July Update:

E coffee

According to media in China, e-coffee contains caffeine. And its concentration is 0.4mg/g.

About caffeine:

Caffeine is a central nervous system stimulant of the methylxanthine class. It is the world’s most widely consumed psychoactive drug. Unlike many other psychoactive substances, it is legal and unregulated in nearly all parts of the world. There are several known mechanisms of action to explain the effects of caffeine.

E-coffee means 2 new pods with caffeine inside, the device is the same as other SnowPlus products. These 2 pod flavors are Cappuccino and Matcha Cola.

SnowPlus sales amount

SnowPlus showed its sales amount in the product launch.

April: 10,000 sets

May: 100,000 sets

June: 400,000 sets

July: 800, 000 sets

As far as Vape.hk’s concerned, the credibility still needs to be verified.

snowplus sales amount

Where to buy e coffee – Choose the coffee option:

SnowPlus pod system starter kit – Free shipping

SNOWPLUS raised $40 million in financing – The largest financing in vape industry recently

SNOWPLUS brand team announced they have received round A investments from a number of venture capital funds and investors, amounting to more than $40 million on June 20.

It is understood that this is the largest financing in the vape industry in the last six months.

The founder team of SNOWPLUS is mostly in the post-90s generation of China and the United States, and has been successful in many entrepreneurship. Founder Wang Hao said that she had founded Pokee, a chain restaurant in New York, and became a popular resort shop on Instagram. After returning home, Wang Hao hoped to engage in the cause of bringing positive impact and change to society, so in the first half of this year, she set up the SNOWPLUS team, which is mainly engaged in electronic cigarettes.

snow plus

The beginning of SNOWPLUS is based on the two great values of health and family. “What we have always wanted to do has a positive impact. We believe that e-cigarettes are positive and will improve people’s lives. ” Wang Hao said.

At first, the idea of founding SNOWPLUS was related to Wang Hao’s own experience. Last year, Wang Hao’s elder suffered from severe lung cancer, and his addiction to cigarettes was intolerable. Wang Hao recalled that tar-free electronic cigarettes had been widely used in the United States. After consulting doctors, she brought back a special one, which improved the quality of life of her elder before his death without harming their bodies too much. At that time, Wang Hao began to think for the first time that electronic cigarettes will greatly improve the quality of life of heavy smokers, and this is also a business opportunity with huge potential.

snow plus

Wang Hao believes that the outbreak of electronic cigarette industry this year is directly related to the promotion of public health awareness in the context of consumer upgrading. At the same time, the popularity of electronic cigarettes can not only reduce the health risks of by-products of cigarettes, improve health, but also close the relationship between parents and children.

According to the data of China Industrial Research Institute in 2017, the penetration rate of e-cigarettes in China is less than 1%, compared with 13% in the United States. This means that there are still many smokers who do not have access to and accept electronic cigarettes as a less harmful and more convenient way that’s better than smoking.

snow plus

Wang Hao said he was not worried about the number of competitors in the industry. With the efforts of SNOWPLUS and other electronic cigarette brands, if the penetration rate reaches 5%, it will not only mean great progress in public health, but also mean huge market space. That is to say, the runway is very long and the market is very large.

After preliminary research and development, SNOWPLUS is launched in April 2019. According to the company’s statistics, up to now, the monthly sales of SNOWPLUS pod system exceeds 100,000 kits, and the sales in June are expected to exceed 400,000 sets. At the end of this month, SNOWPLUS will launch disposable vape pens and “electronic coffee” to provide vaping options for off-line scenarios under different conditions.

Wang Hao said that after receiving the financing, the SNOWPLUS team will continue to recruit talents, and will continue to focus on sales channel building and R&D.

snow plus

In terms of sales channels, SNOWPLUS will also make full efforts to cover offline channels besides the main e-commerce channels. The cloud printing project founded by Wang Hao’s team has expanded convenience stores, supermarkets and other channels nationwide, and accumulated a large number of offline channel resources. This has played an important role in promoting the development of SNOWPLUS offline channels. In addition to the traditional channels, SNOWPLUS is also exploring hotels, nightclubs and other channels, and has made considerable progress.

At present, the brand of SNOWPLUS is planning to go overseas. Now it has started to develope the market of Canada, Korea, Malaysia, Russia, India, Europe and other regions. It has been recognized and favored by many overseas businessmen. In the future, the overseas market is expected to become an important growth point of SNOWPLUS.

Learn more about SNOWPLUS and see its official site, click here.