Choosing your nicotine strength
A quick guide to the hit strength you'll feel — and which devices suit it best.
Standard e-liquid strengths
0mg
No hit
- Pure flavour only
- Best for: any device
3mg
Barely there
- A light trace of hit
- Best for: high-wattage, big-cloud devices
6mg
Light
- Noticeable but easy
- Best for: mid-to-high wattage devices
9mg
Light-medium
- A step up from 6mg
- Best for: lower-wattage pod devices
12mg
Medium
- A satisfying, clear hit
- Best for: low-wattage pod devices
18mg
Strong
- Our strongest standard option
- Best for: low-wattage pod devices only
Nicotine salts (Ice Vape range)
Salts feel smoother at higher strengths, so they're not on the same scale as the standard strengths above.
10mg
Moderate salt hit
- Smooth at this strength
- Best for: low-wattage pod devices
20mg
Strong salt hit
- A pronounced hit, still smooth
- Best for: compact pod devices
Your device matters as much as the mg. Higher-wattage devices produce more vapour per puff, so lower strengths (3–6mg) usually feel right. Lower-wattage pod devices suit higher strengths (12–18mg, or salts) since each puff is smaller.
Worth knowing: 6mg is our single most popular strength within Pure Menthol, chosen in over 4 in 10 of that flavour's sales.