VUSE
VUSE is a global electronic-cigarette and vaping brand operated by British American Tobacco and its U.S. subsidiary R.J. Reynolds Vapor Company.
Last updated August 21, 2026
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Overview
VUSE is an electronic-cigarette and vapor-products brand introduced in the United States by Reynolds American in 2013. It was developed and marketed through R.J. Reynolds Vapor Company, a subsidiary created to manage the company’s vapor business. The brand first launched in Colorado and was then expanded across the United States. Its introduction was notable because Reynolds used a formal press conference and a broad promotional program, including print, direct-mail, and television advertising, at a time when television promotion of tobacco-related products was unusual in the United States. The brand’s early U.S. portfolio included the Vuse Solo, followed by the Vuse Vibe in 2016. The Vibe offered a larger battery and greater liquid capacity than the earlier Solo device. In 2017, British American Tobacco acquired Reynolds American, placing Vuse within BAT’s global portfolio. BAT had already developed a separate international vapor business under the Vype name. Vype had been introduced in the United Kingdom in 2013 and was subsequently sold in markets including France, Germany, Italy, and Poland. Its products included the Vype eStick, ePen, ePen 3, and ePod. The acquisition created two related but separately developed brand systems under one corporate owner. In 2021, BAT began consolidating Vype products internationally under the Vuse name. This rebranding was intended to create a common global identity for BAT’s vapor business. In some markets, products retained or received market-specific names; for example, the Vuse Alto in the United States was marketed as the Vuse ePod in Canada, while the international Vuse ePod was later rebranded as Vuse Pro in certain markets. Vuse’s most commercially important product line has been its pod-based devices. The Vuse Alto launched in the United States in 2018 as a compact, cartridge-based vaporizer positioned against Juul. The product became one of the strongest-selling electronic-cigarette devices in the U.S. market. Outside the United States, related pod products such as the Vype ePod and Vuse ePod helped BAT compete in European and other regulated markets. Disposable and closed-system products, including Vuse Go in selected countries, have expanded the brand’s range. Vuse operates in a heavily regulated category and has faced product-safety, health-claim, advertising, and marketing-authorization scrutiny. A 2018 U.S. recall covered Vuse Vibe devices after reports that batteries could malfunction and overheat, with injuries reported. The brand has also been involved in litigation and regulatory review concerning alleged health risks and claims about relative risk compared with combustible tobacco. In October 2023, the U.S. Food and Drug Administration issued marketing denial orders for six flavored Vuse Alto pods; the tobacco-flavored Alto pod remained authorized for sale by R.J. Reynolds at that point. The brand has competed directly with Juul and disposable-vapor brands. Vuse was reported as the leading U.S. electronic-cigarette brand in 2015, later losing the position to Juul before regaining a leading position in tracked U.S. retail measures by 2023. BAT has also reported strong Vuse or Vype positions in several European markets and Canada. International marketing has included the A Better Tomorrow partnership with McLaren, where Vuse has been presented through artist-designed racing liveries and creative collaborations. Vuse remains an active BAT nicotine-products brand, although its available products, flavors, and marketing permissions vary substantially by jurisdiction.
History
Vuse emerged from Reynolds American’s effort to establish a branded vapor-products business in the United States. Reynolds launched the brand in June 2013 through its newly formed R.J. Reynolds Vapor Company. The launch began in Colorado and was then extended to other U.S. markets. Reynolds gave the introduction unusual visibility for a tobacco-company product, using a press conference as well as print, direct-mail, and television advertising. The initial Vuse Solo was followed by the Vuse Vibe in 2016. The Vibe used a larger battery and held more liquid, reflecting the category’s movement toward longer use between charging and refilling. In April 2018, the company recalled Vuse Vibe devices in the United States after battery overheating and malfunction reports, including reported injuries. The underlying cause was not disclosed in the cited reference material. Vuse’s position changed substantially after British American Tobacco acquired Reynolds American in 2017. BAT already had an established international vapor brand, Vype, which it had launched in the United Kingdom in 2013 through its Nicoventures subsidiary. Vype products were subsequently introduced in several European countries and included the eStick, ePen, ePen 3, and ePod. BAT therefore controlled two major vapor identities: Vuse in the United States and Vype in many international markets. In August 2018, Vuse introduced the Alto in the United States. The device used a closed pod format and was positioned against Juul, which had become a major force in the U.S. electronic-cigarette market. A related product was sold in Canada under the Vuse ePod name. BAT later introduced or maintained related pod platforms in international markets, including the Vype ePod launched in 2019. From April 2021, BAT began converting Vype products to the Vuse identity. The consolidation gave BAT a common name for its vapor portfolio while allowing local product names and regulatory configurations to differ. Outside the United States, the Vuse ePen 3 was discontinued in 2023 and the Vuse ePod was rebranded as Vuse Pro in relevant markets. BAT also expanded the Vuse name into South Korea and Malaysia in 2023, using Vuse Go as part of the South Korean launch. Vuse has operated amid extensive regulatory and legal scrutiny. In 2015, a California lawsuit alleged that the company failed to inform consumers about potential risks associated with product emissions, including formaldehyde and acetaldehyde. In 2019, the U.S. Food and Drug Administration began reviewing whether Vuse products could make reduced-risk claims relative to tobacco products. Independent research cited in the reference material later reported that aerosols from popular vaping brands, including Vuse, contained numerous chemicals, many of which were not identified. These developments contributed to the wider debate over the health effects and regulatory treatment of electronic cigarettes. The FDA’s regulatory actions continued in 2023, when it issued marketing denial orders for six flavored Vuse Alto pods. The action narrowed the U.S. Alto range available for lawful marketing. Product availability and authorization have remained market-specific, with different rules governing flavors, nicotine content, packaging, advertising, and retail channels. Vuse has competed in both the United States and international markets. It was reported as the leading U.S. electronic-cigarette brand in 2015, was overtaken by Juul in 2017, and later regained a leading position in tracked U.S. retail measures by 2023. BAT has also described Vuse or its predecessor Vype as a leading vapor brand in several European markets and Canada. Since 2019, BAT has used its A Better Tomorrow partnership with McLaren to support Vuse-related brand activity, including the Driven By Change program, which featured one-off racing liveries created with emerging artists at the Abu Dhabi Grand Prix in 2021, 2022, and 2023.
- 2023
U.S. flavored Alto marketing orders denied
[1]The FDA issued marketing denial orders for six flavored Vuse Alto pods.
- 2021
International Vype products consolidated under Vuse
[1]BAT began transitioning international Vype products and branding to the Vuse name.
- 2018
Vuse Alto launched
[1]Vuse introduced the Alto pod device in the United States and marketed it against Juul.
- 2017
Vuse becomes part of BAT
[1]BAT acquired Reynolds American, bringing Vuse under the same corporate group as the international Vype vapor brand.
- 2016
Vuse Vibe added to the portfolio
[1]The Vuse Vibe launched with a larger battery and greater liquid capacity than the Vuse Solo.
- 2013
Vuse introduced in the United States
[1]Reynolds American launched Vuse through R.J. Reynolds Vapor Company, initially in Colorado before expanding nationally.
Products and positioning
A regulated, mass-market vapor and electronic-cigarette brand positioned around convenient closed-system devices, pod formats, and an internationally consistent identity. In the United States, Vuse has competed particularly directly with Juul in the pod-device segment; in international markets, it consolidated BAT’s former Vype vapor portfolio.
Electronic cigarette · 2013
Vuse Solo
An early Vuse electronic-cigarette platform introduced with the brand’s initial U.S. rollout. It was later followed by devices with larger batteries and greater liquid capacity.
Electronic cigarette · 2016
Vuse Vibe
A 2016 Vuse device designed with more liquid capacity and a larger battery than the Vuse Solo. The U.S. device was recalled in 2018 following battery malfunction and overheating reports.
Pod vaporizer · 2018
Vuse Alto
A closed-system pod vaporizer introduced in the United States in 2018. It became a major Vuse product and was positioned as a direct competitor to Juul. A Canadian variant was marketed as Vuse ePod.
Pod vaporizer · 2019
Vuse ePod
An international pod-based Vuse product related to the Alto platform. In some markets it replaced or evolved from the Vype ePod and was later rebranded as Vuse Pro.
Pod vaporizer · 2023
Vuse Pro
A rebranded international pod platform that replaced the Vuse ePod name in certain markets outside the United States.
Disposable electronic cigarette · 2023
Vuse Go
A Vuse disposable or simplified-use vapor product used in selected international markets, including the South Korean market launch described in the reference material.
Electronic cigarette · 2018
Vype ePen 3
A former BAT international vapor product that contributed significantly to BAT’s Western European vapor business before the Vype portfolio was consolidated under the Vuse identity.
Controversies
Marketing campaigns
- 2023Driven By Change: Abu Dhabi Grand Prix
United Arab Emirates · International motorsport audience
The campaign featured a livery created with Saudi Arabian artist Nujood Al-Otaibi.
Outcome. The Vuse-McLaren artist collaboration continued for a third cited Abu Dhabi event.
- 2022Driven By Change: Abu Dhabi Grand Prix
United Arab Emirates · International motorsport audience
The McLaren livery collaboration continued with work by Lebanese artist Anna Tangles.
Outcome. The annual artist-led motorsport activation was continued.
- 2021Driven By Change: Abu Dhabi Grand Prix
United Arab Emirates · International motorsport audience
Vuse and McLaren used a one-off racing livery created with Egyptian-born, UAE-based artist Rabab Tantawy as part of the Driven By Change program.
Outcome. The program connected Vuse sponsorship with emerging-artist collaborations.
- 2019A Better Tomorrow partnership with McLaren
International · Formula 1 markets
BAT partnered with McLaren under its A Better Tomorrow platform to promote BAT brands including Vuse, Vype, and Velo through motorsport branding and related communications.
Outcome. The partnership was expanded and later included McLaren’s IndyCar operation.
Brand decisions
2023
Vuse Alto flavor portfolio restricted in the United StatesOtherBackground
The FDA reviewed the marketing authorization status of flavored electronic-cigarette products.
Action taken
The FDA issued marketing denial orders for six flavored Vuse Alto pods, including menthol.
Aftermath
The tobacco-flavored Alto pod was identified as the only Alto flavor then permitted for sale by R.J. Reynolds in the United States.
2021
Consolidation of Vype products under VuseStrategyBackground
BAT controlled Vuse in the United States and Vype in several international markets after acquiring Reynolds American.
Action taken
Beginning in April 2021, BAT rebranded and consolidated international Vype products into the Vuse portfolio.
Aftermath
BAT gained a unified global vapor identity, although product names and availability continued to vary by market.
Recent events
Vuse and DAV continue partnership[2]
Reported:
Vuse announced that it would continue its partnership with DAV for a second consecutive year and donate $100,000 to the veterans’ nonprofit. The initiative also includes sharing veteran stories and raising awareness.
FDA authorizes Vuse Solo e-cigarettes for continued sale[3]
Reported:
The FDA announced that it would allow a unit of British American Tobacco to keep selling Vuse Solo e-cigarettes in the United States. The approval did not include some flavored products submitted under the Vuse Solo brand.
Vuse announces global partnership with Rudimental[4]
Reported:
Vuse announced a global partnership with the band Rudimental involving competitions, performances and a content series. The announcement also describes an activation bringing Rudimental together with Vuse global partner McLaren Racing.
Vuse announces partnership with Rudimental[5]
Reported:
Vuse announced a partnership with Rudimental involving initiatives including competitions, performances and a content series. The announcement describes the collaboration as intended to reach audiences worldwide.
Sources5 sources
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