The Custard Company E-Liquid

E-liquid is the fluid used in vape devices that gets heated and turned into vapor (vaporised). It is made up of four main ingredients, usually contains propylene glycol (PG) which is your flavour carrier, vegetable glycerine (VG) responsible for the vapour amount (the higher the VG content the more vapour is produced, flavourings, and optionally nicotine (large e-liquid bottles are usually nicotine-free and come short-filled with a space for one or two nicotine shots of your desired strength and type.

Choosing the right e-liquid for your device is key to getting the best performance, flavour, and overall experience. The type of vape kit you’re using will determine the best PG/VG ratio and nicotine type for you.

For Pod Kits / Low-Powered MTL Devices

These devices are designed for mouth-to-lung (MTL) vaping, which closely mimics the draw of a cigarette.

Best E-liquids:

• 50/50 PG/VG e-liquids – perfect balance of throat hit and vapor
• Nicotine salt e-liquids – smooth, fast-acting, higher nicotine strengths (10mg–20mg)
• Freebase nicotine (higher strength) – if you prefer a stronger throat hit

Why: These e-liquids are thinner and easier for lower-powered coils to vaporize efficiently.

For Sub-Ohm Kits / High-Powered DTL Devices

These are typically larger vape kits with adjustable wattage and coils below 1.0 ohm—built for direct-to-lung (DTL) or sub-ohm vaping.

Best E-liquids:

• High VG e-liquids (e.g., 70% VG or higher) – more vapor, smoother inhale
• Shortfill e-liquids – nicotine-free large bottles (usually 60ml or 120ml), designed to be mixed with nicotine shots of your choice

Why: These e-liquids are thicker, ideal for producing big clouds and rich flavour in high-powered devices.

Not Sure What Type of Device You Have?

Check your coil resistance:

• Above 1.0Ω = MTL / Pod Kit → Use 50/50 or Nic Salts
• Below 1.0Ω = SUB-OHM Kit → Use High VG, Shortfills + Nic Shots

Pro Tip: Using the wrong e-liquid for your device can cause issues like coil burnout, leaking, poor flavour, or harsh hits. Always match your e-liquid to your kit’s specs for the smoothest vape.

It all depends on what vaping device you are using and what type of vaping you prefer, MTL (mouth-to-lung) or DTL (direct-to-lung). If you have a MTL device then the recommended ratio is 50/50 or 60/40 PG/VG. If you enjoy big and dense amount of vapour and you have a SUB-OHM vaping device than the recommended ratio starts from 70%VG and higher.

• 50/50: Balanced vapor and flavour — great for beginners, ex-smokers and MTL vapers
• High VG (70%+): Produces big clouds and smooth hits — best for sub-ohm tanks and powerful high wattage devices.
• High PG: Intense flavour and throat hit — for those who want a sharper hit and a discreet amount of vapour.

Understanding the difference between Freebase Nicotine and Nicotine Salts can help you choose the right e-liquid for your vape device and personal preferences.

Freebase Nicotine

Freebase is the most common and traditional form of nicotine used in vape juice. It’s the purest form of nicotine and has been used in cigarettes and vaping liquids for decades.

Key features:

• Stronger throat hit, especially at higher strengths
• Slower absorption into the bloodstream
• Ideal for sub-ohm vaping (direct-to-lung)
• Best suited for High VG e-liquids — simply add a freebase nic shot to your shortfill for a balanced DTL vape experience

Who it’s for:
Freebase nicotine is best suited for vape kits that deliver higher wattage, as it requires more heat to vaporize effectively and provide a satisfying experience. Devices with higher power output—typically sub-ohm kits—can handle the thicker consistency and stronger throat hit that freebase nicotine delivers. This makes it an ideal choice for vapers who prefer direct-to-lung (DTL) vaping with big clouds and bold flavour, as the increased power ensures the nicotine is vaporized efficiently and smoothly.

Nicotine Salts (Nic Salts)

Nicotine salts are a more refined version of nicotine, created by combining pure nicotine with an acid (usually benzoic or salicylic acid). This lowers the pH level, making the nicotine smoother to inhale — even at higher strengths.

Key features:

• Smoother throat hit, even at high nicotine levels (e.g., 20mg)
• Faster nicotine delivery — closely mimics the quick hit of a cigarette
• Perfect for pod systems and MTL (mouth-to-lung) devices
• Not ideal for sub-ohm vaping — tends to be too strong at high wattage

Who it’s for:
Vaporised easily at lower temperatures, means that nicotine salts work exceptionally well with low-powered vape devices. These devices can be from small to medium sizes, and highly efficient, making them perfect for everyday carry and quick use.

Because nicotine salts provide a smoother throat hit—even at higher strengths—they’re ideal for users who want a strong nicotine experience without harshness. This makes them especially appealing to beginner vapers, ex-smokers, or anyone seeking a fast, satisfying nicotine delivery from a compact and user-friendly setup, such as pod systems or mouth-to-lung (MTL) devices.

Comparison:

Pro Tip: If you’re using a shortfill e-liquids for sub-ohm vaping, stick with freebase nicotine shots. If you’re using a MTL starter kit or pod system and prefer higher nicotine levels with less harshness, nicotine salts are your go-to.