What is in vape juice? Most vape juice, also called e-liquid or e-juice, is made from four main ingredients: propylene glycol (PG), vegetable glycerin (VG), flavorings and, if you choose it, nicotine. PG and VG form the base and make up most of the liquid; flavorings give each juice its taste, and nicotine comes in different strengths or not at all. The U.S. Food and Drug Administration describes e-liquids the same way: nicotine, flavorings, propylene glycol and vegetable glycerin, plus other ingredients.
This guide explains what each vape ingredient does, how the PG/VG ratio and nicotine type change the way a juice vapes, and what to check on the label. Once you know what's in the bottle, choosing the right e-liquid also means matching the juice for your tank, checking its shelf life and learning how to store vape juice properly.
Vape Juice Ingredients at a Glance
| Ingredient | What it is | What it does when you vape | What to check on the label |
|---|---|---|---|
| Propylene glycol (PG) | A thin, colorless, odorless liquid | Carries flavor and gives a stronger throat hit | The PG/VG ratio, for example 50/50 or 30/70 |
| Vegetable glycerin (VG) | A thick, slightly sweet liquid made from plant oils | Produces denser vapor and a smoother feel | The PG/VG ratio |
| Flavorings | Food-grade flavor concentrates | Give the juice its taste | The flavor name and any cooling agent |
| Nicotine (optional) | Freebase nicotine or nicotine salt | Adds nicotine and affects throat hit | Strength in mg/mL and whether it's a salt |
| Other ingredients | Sometimes small amounts of water, sweeteners or cooling agents | Adjust thickness, sweetness or coolness | The full ingredient list on the bottle or box |
Propylene Glycol (PG)
PG is one of the two base liquids in vape juice. It's thin, colorless and odorless with a faintly sweet taste, and it's widely used as an ingredient in foods, cosmetics and pharmaceutical products.
In vape juice, PG does two main jobs. It carries flavor well, so higher-PG liquids tend to taste sharper, and it creates a stronger sensation at the back of the throat, often called the throat hit. Because it's thin, PG also wicks quickly, which suits tight mouth-to-lung coils.
What more PG means: sharper flavor, a stronger throat hit and less visible vapor. If a high-PG juice feels too harsh, try one with more VG.
Vegetable Glycerin (VG)
VG is the other base liquid. It's thick, clear and slightly sweet, and it's made from vegetable oils. VG is what produces the dense, visible clouds that many vapers like, and it feels smoother than PG.
The trade-off is thickness. High-VG liquids wick more slowly, so they suit low-resistance sub-ohm coils with large juice ports, and they can struggle in small, tight mouth-to-lung coils. VG's sweetness can also soften some flavors, and sweet, high-VG liquids tend to leave more residue on the coil.
What more VG means: denser vapor, a smoother feel and a little extra sweetness, but slower wicking.
Choosing a PG/VG Ratio
The ratio on the bottle tells you how much of the base is PG and how much is VG. It's usually written as PG/VG (50/50) or as VG/PG (70VG/30PG), so check which number comes first.
- 50/50 PG/VG: balanced flavor, throat hit and vapor. A common choice for pod kits and mouth-to-lung coils.
- Around 30/70 PG/VG (70VG): denser vapor and a smoother hit. Best in sub-ohm tanks and low-resistance coils.
- Higher PG blends: stronger throat hit and thinner vapor. Wick easily in small, tight coils.
Coil makers often publish their own recommendations. VAPORESSO's GTX coil page, for example, suggests 50/50 to 40/60 PG/VG for its 0.4Ω to 1.2Ω coils and 40/60 to 30/70 for its lowest-resistance sub-ohm coils. Most refillable pod vapes work best with a balanced ratio.
Food-Grade Flavorings
The taste of every vape juice comes from flavorings. PG and VG have little flavor of their own, so manufacturers add flavor concentrates, the same kind of food-grade flavorings used in foods and drinks, to create fruit, dessert, menthol, tobacco-style and other profiles. Flavorings usually make up a small share of the liquid, and many juices also include a sweetener or a cooling agent.
Which flavors you can buy depends on where you live. Some US states and cities restrict the sale of flavored vape products, so check our list of flavored vape bans by state before you shop.
Nicotine
Nicotine is optional. Many juices come in a range of strengths, including 0 mg for vaping without nicotine. Strength is shown in milligrams per milliliter (mg/mL) or as a percentage: 5% means 50 mg/mL. Packages of nicotine-containing e-liquid sold in the US carry the warning "This product contains nicotine. Nicotine is an addictive chemical."
There are two main types:
- Freebase nicotine is the traditional form. At higher strengths it gives a stronger throat hit, so it's usually sold at lower strengths and vaped in higher-power devices that produce more vapor.
- Nicotine salt is nicotine combined with an acid, which makes higher strengths feel smoother. It's usually sold at higher strengths and vaped in low-power pod kits.
VAPORESSO's GTX coil recommendations reflect the same split: lower strengths of freebase nicotine for its sub-ohm coils, and higher-strength nicotine salts for its mouth-to-lung coils. For a full breakdown of strengths and what the numbers mean, see our guide to vape nicotine levels.
Other Ingredients and How to Read the Label
Some juices contain small amounts of other ingredients, such as distilled water to thin the base, sweeteners, or cooling agents for an icy finish. A reputable brand lists its ingredients on the bottle or box. When you check a label, look for:
- The PG/VG ratio.
- The nicotine strength and whether it's freebase or salt.
- The full ingredient list.
- A batch number and a best-before or manufacturing date.
- A child-resistant cap and the nicotine warning statement.
If you'd like to go beyond store-bought bottles, see our guides to steeping, DIY e-liquid and e-juice recipes, plus our vape juice FAQs.
How Vape Juice Ingredients Affect Your Coil
What's in the bottle also decides how long your coil or pod lasts. When the coil heats the wick, PG, VG and nicotine mostly turn into vapor, but sweeteners and some flavorings leave a film behind. That residue builds up on the coil and the cotton, and over time the flavor fades and the coil starts to taste burnt.
- Sweet dessert and candy flavors leave the most residue, so expect to change coils more often with them.
- High-VG juice in a tight coil wicks too slowly and can cause dry, harsh hits.
- Thin, high-PG juice in a large sub-ohm coil can flood the coil and cause gurgling or spitting.
Matching the juice to the coil, as in the PG/VG section above, is the simplest way to get consistent flavor and a longer coil life.
Storing Vape Juice Safely
Ingredients change over time, especially once a bottle is open. Heat, light and air can darken nicotine and dull flavors, so keep bottles tightly closed and somewhere cool and dark. Nicotine-containing e-liquid should also be kept in its original container, with the cap locked, out of the reach and sight of children and pets; the FDA's guidance on storing e-liquids and preventing accidental exposure explains what to do if someone swallows it or spills it on their skin.
How to Choose an E-Juice
Start with your device, then your taste:
- Match the ratio to your coil. Balanced or higher-PG juice for pod kits and mouth-to-lung coils; high-VG juice for sub-ohm tanks.
- Match the nicotine type to your device. Nicotine salts for low-power pods; lower-strength freebase for high-power setups.
- Pick a flavor family you enjoy and try a small bottle before buying a large one.
If you want bigger clouds, a high-VG juice in a sub-ohm tank is the usual route. If flavor matters most, a balanced 50/50 juice in a well-matched coil is a good place to start.
Why Does Vape Juice Make Me Cough?
A juice can feel harsh, especially when you first start vaping. The usual reasons are a high PG ratio, a nicotine strength that's too high for your device, power set too high, or taking puffs that are too long or too deep. Try a higher-VG juice, a lower nicotine strength or a lower power setting. Our guide on why vaping makes you cough covers each fix.
FAQ
What Are the Main Vape Juice Ingredients?
Propylene glycol (PG), vegetable glycerin (VG), flavorings and, optionally, nicotine. Some juices also contain small amounts of water, sweeteners or cooling agents.
Is Vape Juice the Same as E-Liquid?
Yes. Vape juice, e-juice and e-liquid all mean the same thing: the liquid you fill into a refillable vape.
Does All Vape Juice Contain Nicotine?
No. Many juices are available in 0 mg strength, and the nicotine strength is always shown on the label in mg/mL or as a percentage.
What Does 70/30 Mean on Vape Juice?
It's the ratio of the two base liquids. Check the label order: 70VG/30PG means 70% vegetable glycerin and 30% propylene glycol, which gives denser vapor and suits sub-ohm tanks.
What Is the Difference Between Freebase and Nicotine Salt?
Freebase is the traditional form of nicotine and feels harsher at higher strengths, so it's usually used at lower strengths in higher-power devices. Nicotine salt feels smoother at higher strengths and is usually used in low-power pod kits.
