Who are Ruthless Vapor?

Mar 3, 2025

Ruthless Vapor: A California E-Liquid Legacy

Ruthless Vapor, an e-liquid manufacturer from the land of palm trees and golden sunsets in Southern California, USA, has been a staple in the vaping industry since established in 2011. Known for their innovative premium flavour combinations, Ruthless quickly gained popularity, becoming a fan favourite among vapers worldwide. The brand’s success lies in its bold, creative flavours and their ability to capture the essence of the LA/Californian lifestyle, which continues to influence their branding and marketing to this day. Ruthless has developed a huge 50+ unique product collection spanning over 80 countries around the world.

Ruthless sets itself apart with a high quality control process. Every flavour is crafted with the consumer in mind, if the flavour doesn’t meet their high standards, it’s simply not Ruthless. Only the finest quality ingredients are used. The label designs for each of their products are also very striking and classy with majority of their labels having a dark thick matt background finish (with their iconic snake wrapped around the label), topped with their logo in the center in a shiny metallic finish. Consistent & concise, always standing out.

As the UK vaping industry began to take shape around 2012, many brick and mortar stores and online retailers started offering 50/50 VG/PG e-liquids, which were popular among new vapers using starter kits to transition from cigarettes. Meanwhile, premium High VG e-liquids gained traction with more experienced vapers using mechanical mods and rebuildable atomizers and sub-ohm tanks. Ruthless Vapor was one of the main brands that helped define the premium e-liquid market in the UK, gaining significant attention at iconic events like the Shrewsbury Vape Expo, Birmingham Vaper Expo and Vape Jam London. Social media vaping communities also helped spread the word, pushing the brand to new audiences. With the UK craving premium Californian e-liquids, Ruthless became highly sought after and flavours like Grape Drank, Ez Duz It, Jungle Fever, and Rise became hugely successful and continue to be fan favourites even 14 years later.

Before the introduction of the Tobacco Products Directive (TPD), customers could purchase their favourite Ruthless flavours in 30ml, 60ml, and even the iconic 120ml black glass bottles. Additionally, Ruthless launched a sub-range of e-liquids called Loaded, a dessert flavoured collection that remains available worldwide today. The original Ruthless flavours included Jungle Fever, Swamp Thang, Grape Drank, Rise, Mange A Trois, Ez Duz It and Peach Fuzz, many of which are still staples in the vaping industry.

When the TPD was introduced in the United Kingdom in May 2014, Ruthless swiftly adapted by moving to 50ml/100ml 0mg/mL Shortfills and introducing 10ml Nicotine Salts to ensure their products remained available to UK consumers. Since then, Ruthless has continued to innovate, expanding their flavour range and offering both Shortfills and Salt Nics including the 'Freeze Edition'. They also introduced the Disposable Makaveli, adding another product to their ever growing collection.

Writing this blog, I can speak from honest personal experience, as I've been a fan of the Ruthless brand and flavours since 2013. I’ve worked in vape stores since 2014, retailing their products and also attended vape exhibitions where Ruthless showcased their offerings. Ruthless delivers the “cool factor” and in cases, 'trend setters' in both branding and marketing while maintaining the highest quality products. My personal favourite e-liquid? It has to be Grape Drank, still my favourite grape flavour to this day! Even better, there’s now a Grape Drank On Ice to satisfy my icy needs and Grape Heads on Ice available in their Bar Saltz range.

Here at Make My Vape, we proudly retail the amazing Ruthless flavours in 120ml Shortfill, including:

Make My Vape also stock their brand new 10ml Bar Saltz range of e-liquids, available in 10mg/mL and 20mg/mL. These are the ultimate disposable flavours: