Nicotine strength: mg and % made simple

The numbers on a vape or pouch — 10mg, 20mg, 3%, 5% — trip a lot of people up. Here’s what they mean and how to choose, in plain English.

mg/ml and % are the same idea

Nicotine strength is shown two ways:

• mg/ml — milligrams of nicotine per millilitre of liquid (e.g. 10mg, 20mg).
• % — the same thing as a percentage (e.g. 1%, 2%, 5%).

They convert directly: 1% ≈ 10mg/ml. So a 5% device is roughly 50mg/ml, and a 20mg/ml liquid is about 2%. Same measure, different label.

Which strength suits you?

There’s no single “right” number — it depends on what (if anything) you used before:

• Lighter / occasional: lower strengths (around 3–10mg / 0.3–1%).
• Heavier / former pack-a-day smoker: higher strengths (around 18–20mg / 1.8–2%) often feel more satisfying.

A strength that’s too high can feel harsh; too low and you may find yourself reaching for it more often. If you’re unsure, start lower — you can always step up.

Salt nicotine vs freebase matters too: salt-nic feels smoother at higher strengths, which is why most disposables and pods use it.

Pouches use the same numbers

Nicotine pouches are also labelled in mg (per pouch). The same logic applies — lighter users go low, heavier users go higher.

Ready to order?

Once you know your strength, you can browse and order on-demand. New to the device side of things? Read disposable vs pod vs pen next, or see how delivery works.

For adults 18+ only. Nicotine is an addictive substance.