Nicotine Strengths Explained: 0, 10 or 20 mg. Which Suits You?

Almost every vape and every liquid shows a number: 0, 10 or 20 mg/ml. What it means, and how to choose the right strength.

What does mg/ml mean?

The figure describes how much nicotine is in one millilitre of liquid. In Switzerland the maximum permitted is 20 mg/ml. The three common levels:

• 0 mg/ml, nicotine-free: the flavour and ritual without nicotine.
• 10 mg/ml, medium: noticeable nicotine, but much gentler.
• 20 mg/ml, strong: the legal upper limit, standard on most disposable and hybrid vapes.

Nicotine salt: why modern vapes feel "smoother"

Practically all current vapes use nicotine salt instead of classic "freebase" nicotine. Nicotine salt is much milder on the throat and acts faster, which is why 20 mg/ml of nicotine salt feels less harsh than the number suggests. That's exactly what makes the choice of strength important: the smoothness easily disguises the actual amount of nicotine.

Which strength for whom?

20 mg/ml is typically chosen by people switching from smoking who used to smoke regularly and expect a clear nicotine sensation. The majority of our range (around three quarters of the products) sits at this strength.

10 mg/ml suits you if 20 mg feels too intense or you want to cut down deliberately without giving up nicotine entirely.

0 mg/ml is the choice for everyone who only wants the flavour and the handling, without nicotine and without its dependence potential. Our Nicotine-Free Vapes category is entirely 0 mg.

Reducing step by step

Many people use the levels deliberately: from 20 to 10 to 0 mg. With pod and hybrid systems this is especially easy, because for the next pod you simply choose a lower strength, the device and flavour stay the same. In the shop you can filter every category by nicotine content.

Important to know

Nicotine is highly addictive, this applies to every form, including nicotine salt. Nicotine-free products contain no nicotine, but are still intended exclusively for adults: Swiss tobacco product law treats e-cigarettes with and without nicotine the same way, sale only from age 18.

This article is product information and not health advice.