New E-cigarette Products Announced in UK Regulatory Database

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Key Points:

New Product Announcement: The UK Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette product notification database shows that brands such as SKE, ELFBAR, and IVG have all announced new products, which have received approval for sale in the UK market. 

e-cigarette flavor update SKU: SKE SIKARY S6000 disposable e-cigarette has launched 10 new flavors, but due to a ban in the UK, they will no longer be legally sold starting from June 1, 2025. 

e-cigarette device new SKU: Heaven Gifts' LOST MARY in collaboration with HAWCOS has released the HAWCOS×LOST MARY PRO MAX 7000 Device, while ELFBAR and ELFLIQ have released ELFBAR ELFA TURBO Aurora. 

Refillable e-cigarette new SKU: IVG has launched the IVG Smart Max refillable e-cigarette, containing six e-liquid flavors with a nicotine content of 20MG each. 

Recently, through inquiries on the MHRA e-cigarette product notification database, brands such as SIKARY, ELFBAR, and IVG have announced new SKUs for public viewing. Once these new SKUs complete the notification process with the MHRA, it indicates that they have received approval for sale and will officially enter the UK market for distribution.

2Firsts has compiled and analyzed the information from the Medicines and Healthcare products Regulatory Agency (MHRA) e-cigarette product alert database for the second week of April in the UK. The new SKUs of various e-cigarette brands encompass a wide range of e-cigarette types. Below is a detailed overview of the information disclosed.

E-cigarette flavors updated in SKU

The e-cigarette brand SKE SIKARY S6000 recently announced 10 new flavors, all with a nicotine concentration of 20MG/ML.

It is worth noting that 2Firsts found that the SKE SIKARY S6000 e-cigarette, currently being sold online by retailers, is no longer legal to purchase or sell in the UK starting June 1, 2025 due to its designation as a "disposable e-cigarette." However, on the MHRA official website, the SKE SIKARY S6000 is marked as:

E-cigarettes are sold as rechargeable devices paired with a specific type of e-liquid that cannot be changed by the user. Any rechargeable device that can be filled with e-liquid should be classified as a "refillable device".

Heaven Gifts introduces new e-cigarette devices

Recently, a total of 4 companies have added new SKUs for their new e-cigarette devices.

Heaven Gifts' brand Lost Mary has partnered with Hawcos to launch the Hawcos x Lost Mary Pro Max 7000 Device; while Elfbar brand Elfliq has introduced the new Elfbar Elfa Turbo Aurora.

New IVG open-style product

Recently, e-cigarette brand IVG has announced a new refillable e-cigarette model called IVG Smart Max. The product comes in six e-liquid flavors: Polar Mint, Lemon and Lime, Exotic Fruits, Green Apple, Frozen Watermelon, and Triple Mango, with a nicotine content of 20MG.

Other e-cigarette components

Refillable e-cigarette devices.

e-cigarette kit:

Components of an e-cigarette capable of holding e-liquid:

The Medicines and Healthcare products Regulatory Agency (MHRA) is the UK government agency responsible for regulating pharmaceuticals, medical devices, blood products, and nicotine-containing e-cigarette products.

If you have any unique insights or information, feel free to contact us at info@2firsts.com or reach out to 2Firsts CEO Alan Zhao on LinkedIn.