What Happened to Vape Brands Founded Before 2020?

The modern vape industry was shaped by a generation of brands that emerged before 2020. Some began with cigarette-style electronic cigarettes, while others came from the enthusiast hardware market built around box mods, rebuildable atomizers, and high-powered devices. Over time, many of those early companies either disappeared, changed ownership, or completely reinvented their product strategies.

The brands that remain visible in 2026 have taken very different paths. Vuse and blu developed inside major tobacco companies. JUUL became one of the most recognizable pod brands before entering a much more tightly regulated phase. NJOY moved under Altria ownership, while hardware-focused names such as SMOK, Geekvape, VOOPOO, and RELX continued expanding through new device platforms.

Looking at where these companies are now requires more than checking whether their logos are still visible in a vape shop. Their product families, flagship devices, brand positioning, distribution strategies, and technological breakthroughs tell a much more interesting story.

This guide examines eight established vape brands founded before 2020, highlighting their strongest product series, the devices most closely associated with their reputation among enthusiasts, their major turning points, and how each brand has adapted to the 2026 market.

Key Takeaways

The strongest surviving vape brands have repeatedly changed their hardware rather than relying on their original products.
Closed pod systems became a major bridge between early cigarette-style devices and today’s more advanced pod platforms.
Hardware companies such as SMOK, Geekvape, and VOOPOO built long-term recognition through expandable platforms, coil ecosystems, and multiple generations of devices.
Vuse, blu, and NJOY demonstrate how corporate ownership can provide distribution scale but can also expose a vape brand to additional regulatory and legal constraints.
RELX successfully turned the closed-pod concept into a broader product ecosystem, while its later Creator products show a move toward smarter and more interactive devices.
By 2026, the strongest brands are competing not only on vapor production or battery capacity, but also on design, leak resistance, user interfaces, product ecosystems, and regulatory access.

1. Vuse: From Cigarette-Style Device to a Premium Smart Vapour Platform

Vuse launched in 2013 and represents one of the clearest examples of how a traditional tobacco company transformed an early electronic cigarette concept into a global vapour platform.

Its early identity was relatively simple: Vuse was designed as an alternative to conventional cigarettes, with compact devices and prefilled cartridges. Over the years, however, the brand moved toward increasingly sophisticated pod systems and digital features.

Its strongest modern series is the Vuse Ultra platform. Launched in 2025, Vuse Ultra represents a significant change from the straightforward e-cigarette hardware associated with earlier generations. The device includes Bluetooth connectivity, a display showing battery and liquid information, adjustable intensity through CloudControl, and Flavour AutoTune technology that recognizes compatible pods and adjusts the device accordingly.

For consumers, that represents a move from a passive product to a more software-assisted device. BAT also says Vuse products undergo 1,000+ hours of testing and independent laboratory testing, reinforcing the brand’s image around controlled manufacturing and product consistency.

In terms of enthusiast recognition, the Vuse Ultra is the clearest flagship example of where the brand is heading, while the earlier Vuse Pro generation established the platform’s modern rechargeable identity. In 2026, BAT is positioning Ultra as a premium segment product rather than simply another replacement for a traditional cigarette.

The commercial breakthrough is equally important. BAT reported in 2026 that Vuse had extended its global value-share leadership in tracked channels to 44.4%, while U.S. value share reached 56% year to date in the company’s first-half update. BAT also said Vuse Ultra was helping build a premium segment in other major markets.

This makes Vuse’s transformation particularly significant: the brand moved from basic electronic cigarettes toward a combination of hardware, software, personalization, and large-scale retail distribution.

2. JUUL: The Pod Revolution That Changed the Shape of Vaping

JUUL entered the U.S. market in 2015 and became one of the most influential names in the transition from large enthusiast hardware to compact closed-pod systems.

The original JUUL System became the brand’s defining product. Its small rectangular body, magnetic pod connection, simple draw activation, and minimalist appearance created a visual language that influenced a large number of later pod devices.

For enthusiasts, the original JUUL is less interesting today as a piece of advanced hardware than as an important milestone in vape product design. It demonstrated that a device did not need a screen, adjustable wattage, or a large tank to create a recognizable product ecosystem.

The JUUL series itself remains the brand’s strongest product family. The company later developed JUUL2, which introduced changes to the pod and device architecture while retaining the compact closed-system concept.

JUUL’s biggest transformation, however, has not been technological. It has been regulatory.

In July 2025, the FDA authorized the marketing of several JUUL System products in the United States. In August 2026, JUUL Labs announced that the FDA had also authorized JUUL2 with tobacco- and menthol-flavored pods.

This changed the significance of the product. The company is no longer simply trying to create the next fashionable pod device; it is operating in a market where maintaining authorization and demonstrating regulatory compliance are fundamental to commercial survival.

JUUL’s breakthrough therefore happened twice. First, it changed the design language of vaping. Later, it became an example of how regulatory authorization can determine the future of a once-disruptive vape brand.

3. NJOY: One of the Oldest Names in Vaping and a Major Corporate Transformation

NJOY was founded in 2006, making it one of the earliest brands in this comparison. Its long history makes it particularly useful for understanding how the vape industry evolved from cigarette-style electronic cigarettes into closed-pod systems.

The brand’s most recognizable modern product family became NJOY ACE. ACE used a compact closed-pod design and became one of the company’s most important products in the U.S. market.

For many years, NJOY’s strength came from simplicity rather than enthusiast-level customization. Its products were designed around a straightforward user experience, making NJOY closer in positioning to Vuse and blu than to hardware specialists such as SMOK or Geekvape.

The major turning point came in 2023, when Altria announced the acquisition of NJOY for approximately $2.75 billion in cash, plus potential contingent consideration. The acquisition gave NJOY access to Altria’s enormous U.S. commercial infrastructure.

That corporate transition changed the brand’s sales strategy. Instead of operating primarily as an independent vape company, NJOY became part of a much larger tobacco company’s smoke-free product portfolio.

NJOY ACE was historically the brand’s signature device and its strongest closed-pod platform. However, its current status illustrates one of the biggest challenges facing older vape brands.

Following a patent dispute with JUUL Labs, an International Trade Commission order prohibited the importation, distribution, and marketing of NJOY ACE devices and pods in the United States beginning March 31, 2025. NJOY’s official site states that ACE is currently out of the market, while NJOY Daily disposables remain available through selected retailers.

This is an important transformation story because NJOY’s challenge is no longer simply developing a better device. Its commercial future is tied to intellectual property, regulation, corporate resources, and the ability to develop products that can remain legally available.

4. blu: Surviving by Constantly Changing the Product Format

blu was created in 2009 by Jason Healy and became one of the pioneering names in electronic cigarettes. Imperial Brands acquired the international rights to blu in 2015.

blu’s most important achievement has been its ability to keep the brand recognizable while repeatedly changing the hardware around it.

The early blu identity was strongly associated with cigarette-style electronic cigarettes. The next major transition was toward pod systems. Imperial piloted blu 2.0 in France in 2022, followed by blu bar and blu box disposable products in 2023.

That disposable phase was itself a major change in product strategy. Instead of simply competing against other closed rechargeable systems, blu entered a category built around convenience, high puff counts, simple operation, and rapid flavor turnover.

However, blu did not stop there. The brand later moved back toward rechargeable formats with blu bar kit and blu box kit. Imperial says its consumer research found that blu users preferred trusted brands, simpler products, and more authentic adult flavors, which influenced the development of the rechargeable products.

blu bar and blu bar kit are therefore the brand’s strongest modern series. Imperial reported positive consumer feedback for blu bar kit, including higher overall liking and taste liking compared with the nearest competitor in its sensory testing.

Its commercial transformation has also been substantial. Imperial says blu maintains a strong foothold in key European markets including the UK, France, and Spain. The company has also adjusted its product mix in response to disposable restrictions in markets such as the UK and France, using pod-based rechargeable products to maintain distribution.

blu’s breakthrough is therefore not one revolutionary device. It is the ability to repeatedly change the format while keeping the same consumer-facing brand.

5. SMOK: The Hardware Giant That Connected Pods, Mods and Enthusiast Vaping

SMOK was founded in 2010 and took a fundamentally different path from cigarette-replacement brands. Its identity developed around hardware, atomization, power, coils, and customization.

The brand’s most important families include Nord and RPM. These series helped bridge the gap between simple pod devices and more customizable pod-mod systems.

The Nord series became particularly important because it demonstrated how a compact pod could still offer meaningful coil and airflow choices. Later generations expanded battery capacity, wattage, airflow control, and pod capacity.

The RPM series pushed the concept even further. The RPM40, for example, introduced a display, adjustable wattage, multiple pod options, compatibility with RPM and Nord coils, and even an RBA option. That combination made it attractive to users who wanted more control without returning completely to traditional box mods.

For enthusiasts, the Nord and RPM families are therefore more significant than any single current device because they represent SMOK’s core product philosophy: take a popular form factor and progressively add performance and customization.

SMOK continues to maintain both families in 2026 while also expanding into newer Novo and Arco products. Its current website lists Novo, Arco, Nord, and RPM as major product categories, alongside higher-powered devices.

The brand’s breakthrough was its ability to serve multiple levels of users simultaneously. A beginner could enter through a compact Novo or Nord device, while experienced users could move toward RPM systems, larger mods, tanks, and more advanced coils.

That breadth became one of SMOK’s strongest commercial advantages. Rather than building its entire identity around a single flagship product, SMOK developed an extensive hardware ecosystem that could be refreshed generation after generation.

6. Geekvape: How Rugged Hardware Became a Brand Identity

Geekvape was founded in 2015 in Shenzhen and developed one of the clearest visual identities in the hardware segment.

That identity is the Aegis series.

Aegis became strongly associated with rugged construction, water resistance, dust resistance, impact protection, and high-power performance. Instead of trying to make vaping hardware look like a conventional cigarette, Geekvape made durability part of the product’s personality.

The series subsequently expanded into different formats, including the Aegis Legend, Aegis Boost, Aegis Max, and other generations. The company’s current official store continues to list Aegis products among its strongest-selling hardware, including the B100, Max100, Aegis Boost 3, and Aegis Legend 5.

Aegis is therefore Geekvape’s strongest series and its most recognizable enthusiast-oriented platform. Among current products, the B100 and Aegis Boost 3 demonstrate how the original rugged concept has been adapted into newer pod and pod-mod formats.

The brand’s breakthrough was not simply making a stronger mod. It turned durability into a marketing language. Aegis products could be associated with outdoor activities, demanding working environments, and users who wanted hardware that could tolerate harsher conditions.

Geekvape has also expanded beyond Aegis. Its portfolio now includes Wenax, Obelisk, GEEKBAR, DigiFlavor, and other product lines. This means the company has gradually transformed from a single hardware identity into a broader vaping technology group.

According to Geekvape’s corporate materials, its business now reaches more than 70 countries and regions. The brand’s long-term breakthrough has therefore been combining a very recognizable hardware identity with a much broader international product portfolio.

7. VOOPOO: The DRAG Legacy and the Move Toward Multi-Platform Technology

VOOPOO was founded in 2017 and became one of the most recognizable hardware brands through the DRAG series.

The original DRAG devices helped establish VOOPOO’s image around performance, distinctive industrial design, fast firing, and the GENE chip. The concept was different from a basic pod: it was a compact platform designed for users who wanted more control and power.

The DRAG family remains one of the company’s defining series. The current lineup includes DRAG S3, DRAG X3, DRAG H40 Pro, and DRAG 6, showing how the original concept has expanded across multiple device categories.

For enthusiasts, DRAG X became one of the most important historical VOOPOO products. It combined a compact pod-mod form factor with an external 18650 battery, adjustable airflow, and broad coil compatibility. The company positioned it as a device that could offer pod convenience without sacrificing customization.

In 2026, however, VOOPOO’s breakthrough is moving beyond DRAG alone. The ARGUS series has become another major platform, while technologies such as the PnP X platform and iCOSM CODE 2.0 are being used across multiple families.

The company’s 2025–2026 awards provide another indication of its current product strategy. VOOPOO says products including ARGUS G3, DRAG S3, DRAG X3, ARGUS G3 mini, and other devices received major design and vaping-industry recognition. Its 2026 product lineup also includes ARGUS G4, ARGUS G4 mini, VMATE MAX2, DRAG H40 Pro, and DRAG 6.

DRAG remains the signature enthusiast series, while ARGUS represents the brand’s broader modern pod strategy.

The transformation is important because VOOPOO no longer depends on a single famous device. It has turned its technology into a platform strategy, allowing the same chip, coil, cartridge, and airflow technologies to support multiple product families and user groups.

8. RELX: From Infinity to a Broader Smart Pod Ecosystem

RELX began in 2018, making it the youngest brand in this comparison. Yet its rapid rise makes it one of the most important examples of how the closed-pod market developed during the late 2010s.

RELX’s strongest historical series is unquestionably Infinity. The original RELX Infinity won the Red Dot Award for Product Design in 2020, with the jury recognizing its slender form and practical design.

The device’s importance went beyond appearance. RELX combined a compact aluminum body with its Super Smooth approach, Air Boost airflow design, leak-resistant pod construction, and an optional charging case. The company says the Infinity platform went through extensive design and testing work before launch.

For enthusiasts and long-term RELX users, Infinity became the signature RELX product. It established the design language that later generations continued to develop.

The brand has since moved beyond the original formula. The Infinity 2 and Infinity 2 Plus added new performance features, while Pod Pro and Pod Pro 2 continued the closed-pod ecosystem.

The more significant breakthrough came with Creator Pro. Rather than focusing solely on minimalism, Creator Pro introduces a more interactive device concept, including Bluetooth connectivity, app integration, adjustable airflow, and additional user controls.

RELX’s own 2026 product ecosystem also includes Creator Pod and newer products alongside Infinity devices. This represents a major strategic shift: the company is moving from a single iconic closed-pod design toward multiple product architectures aimed at different levels of technology and customization.

The company’s expansion is also visible beyond hardware. RELX has introduced nicotine pouches through its AirPouch line, indicating that its long-term strategy is broader than maintaining a single vape platform.

Infinity remains the brand’s defining product family, while Creator represents its clearest technological breakthrough. Together, they show the two stages of RELX’s development: first, making closed-pod vaping simpler and more refined; later, making the device itself more interactive and configurable.

How the Leading Pre-2020 Vape Brands Changed

Brand	Signature Series	Standout Product	Major Transformation
Vuse	Vuse Ultra / Pro	Vuse Ultra	From basic electronic cigarettes to premium smart vapour hardware
JUUL	JUUL System	JUUL / JUUL2	From disruptive pod innovation to a heavily regulated authorized product platform
NJOY	NJOY ACE	NJOY ACE	From independent pioneer to Altria-owned smoke-free brand
blu	blu bar / blu bar kit	blu bar kit	From cigarette-style e-cigarettes to disposables and rechargeable European pod systems
SMOK	Nord / RPM	Nord and RPM platforms	From enthusiast hardware toward a multi-level ecosystem covering pods, pod mods and mods
Geekvape	Aegis	Aegis B100 / Boost family	Turned rugged durability into a recognizable global brand identity
VOOPOO	DRAG / ARGUS	DRAG X / DRAG 6	Expanded from one iconic mod-pod platform into a multi-platform technology ecosystem
RELX	Infinity / Creator	Infinity / Creator Pro	From minimalist closed pods to smarter, higher-capacity and more interactive devices

The Product Breakthroughs That Kept These Brands Relevant

Looking across these eight companies, the most interesting pattern is that very few of them are still selling exactly the type of device that made them famous.

Vuse moved toward connected and personalized hardware. JUUL moved from disruptive simplicity toward regulatory authorization and a new generation of products. NJOY went through a major corporate ownership change. blu repeatedly changed between disposable and rechargeable formats.

The hardware specialists followed another route. SMOK expanded the idea of the pod into a customizable platform. Geekvape made rugged construction part of its core identity. VOOPOO turned the DRAG concept into a wider ecosystem of chips, coils, cartridges, and device families. RELX took the minimalist closed pod and gradually added smarter controls and new product categories.

The lesson is that longevity in the vape industry is rarely about protecting a single product forever. It is about knowing which part of a product consumers actually remember.

For Geekvape, that memory is durability. For VOOPOO, it is performance and the DRAG identity. For RELX, it is the clean simplicity of Infinity. For SMOK, it is the enormous variety of hardware and coil platforms. For Vuse and blu, the brand itself has become more important than any single generation of hardware.

Where Are These Vape Brands Now in 2026?

More than a decade after some of these brands first appeared, the vape market looks very different from the one they entered.

The early industry was dominated by simple electronic cigarettes, enthusiast box mods, rebuildable atomizers, and rapidly changing hardware. The next phase was defined by closed pods, nicotine salts, compact rechargeable devices, and increasingly standardized cartridge platforms.

Today, the most established brands are operating across several layers at once. Product design matters, but so do regulatory approvals, intellectual property, retail distribution, manufacturing quality, software, battery technology, pod ecosystems, and brand recognition.

The eight brands in this article illustrate several different survival strategies.

Vuse has used corporate scale and premium product development to move into smart vapour devices. JUUL remains closely tied to the history of the modern pod system while operating under a much more demanding regulatory framework. NJOY demonstrates how ownership and legal issues can reshape a once-independent brand.

blu has survived through repeated product-format changes. SMOK, Geekvape, and VOOPOO have built long-term value through hardware ecosystems rather than one product. RELX has taken its original closed-pod design philosophy into newer, smarter and broader nicotine-product categories.

That is ultimately why these companies are still worth watching in 2026. Their histories show that a successful vape brand is not defined only by the device that made it famous. The more important question is whether the company can identify the next product architecture before the previous one reaches the end of its life cycle.

Now it’s 2026, What Happened to Vape Brands Founded Before 2020?