If you are shopping for a familiar vape brand in the UK, three names are difficult to miss: IVG, ELFBAR and Lost Mary.
All three have strong recognition, extensive flavour ranges and products designed around the shift from traditional disposable vapes towards reusable pod systems. But they are not identical brands, and their current UK ranges have developed in noticeably different directions.
So, how does IVG compare with ELFBAR and Lost Mary in 2026? The answer depends less on which logo is on the device and more on what you actually want from a vape: flavour variety, simplicity, refill options, pod compatibility or high-capacity performance.
IVG Has the British Heritage Advantage:
There is an important distinction to make straight away.
IVG was established in Preston, UK, in 2016, originally building its reputation around e-liquid and flavour development. The company says it now serves more than 100 countries and has collected more than 60 international awards.
ELFBAR and Lost Mary have a different background. ELFBAR says it began in 2018, while Lost Mary is closely connected to the same wider company and was launched later. ELFBAR and Lost Mary describe themselves as global brands rather than British-founded brands.
That does not automatically make IVG better, but it does give the brand a different identity in the UK market.
IVG’s story started with British e-liquid production and flavour innovation, whereas ELFBAR and Lost Mary became particularly well known through the disposable-vape boom.
Flavour Is Where the Three Brands Overlap
If there is one thing all three brands understand, it is the importance of flavour.
IVG has built a particularly broad flavour catalogue across its e-liquids, nicotine salts and pod systems. Its current PRO range, for example, offers a wide selection of fruit, ice, beverage and candy-style profiles, with the official store listing options across 0mg, 10mg and 20mg strengths on compatible PRO products.
ELFBAR has a similarly recognisable flavour identity. Its UK range includes familiar profiles such as Blue Razz Lemonade, Grape, Mango, Peach Ice, Pink Lemonade, Strawberry Ice and Kiwi Passion Fruit Guava. The brand also sells ELFLIQ nicotine salts for use in refillable pod systems.
Lost Mary takes a comparable approach. Its current UK BM6000 range includes flavours such as Latte, Fruit Medley, Mr Blue, Blackcurrant Lemonade and Cherry Berry, alongside more traditional fruit and ice combinations. For adult vapers who prefer bottled options, Lost Mary 10ml Nic Salts also provide a way to explore the brand’s flavour range in a refillable format.
So there is no clear winner simply based on flavour count.
The difference is more about flavour style and brand familiarity.
IVG: Best for a Broader E-Liquid Heritage
IVG has an advantage for vapers who want to move between prefilled systems and bottled e-liquid without completely leaving the brand ecosystem.
Its range covers nicotine salts, pod kits, the IVG 2400 4-in-1 and reusable systems such as PRO and Smart Max.
The IVG PRO range is particularly relevant in today’s UK market. The PRO and PRO 2 use reusable devices with replaceable pods, while the PRO 2 adds a touch display. The same general pod ecosystem gives users access to multiple flavour options without having to buy a completely different device each time.
For someone who has already spent years buying IVG e-liquid, that continuity can be valuable.
ELFBAR: The Familiarity Factor
ELFBAR remains one of the most recognisable names to come out of the disposable-vape era.
Its current UK range has evolved considerably. The official UK store now offers rechargeable prefilled pod systems alongside refillable ELFX devices and ELFLIQ bottled nicotine salts.
The ELFBAR 600, for example, has been adapted into a prefilled pod format, while newer products such as the ELFX range target users looking for refillable systems.
That makes ELFBAR particularly interesting for former disposable users who already know its flavour profiles but want to move towards a reusable format.
Lost Mary: Flavour-Led and Device-Focused
Lost Mary occupies a similar space but has developed its own identity.
The current UK range includes the BM600, BM6000, NERA products and other prefilled systems. The BM6000 is particularly interesting because the latest version combines a replaceable 2ml pod with a 10ml e-liquid tank and a USB Type-C rechargeable device.
Lost Mary also offers replacement prefilled pods and 10ml nicotine salts, allowing some of its best-known flavour profiles to move beyond a single device format.
For people who discovered the brand through the BM600 and want to retain familiar flavours, that makes the transition to reusable vaping relatively straightforward.
Which Brand Offers the Most Choice?
This is where the comparison becomes more interesting.
IVG has the strongest connection between traditional e-liquid, nicotine salts, multi-flavour pod systems and reusable big-puff devices.
ELFBAR has an extensive ecosystem built around its established flavour identity, with prefilled pods, refillable ELFX devices and ELFLIQ liquids.
Lost Mary has a particularly strong selection of prefilled pod systems, including the BM600 and BM6000, alongside nicotine salts carrying familiar Lost Mary flavours.
Rather than asking which has the biggest catalogue, it makes more sense to ask which catalogue matches your habits.
What About Puff Counts?
This is one area where comparisons can become misleading.
All three brands now sell higher-capacity reusable or prefilled systems, but a headline puff figure should never be treated as a guaranteed lifespan.
How long a device lasts depends on factors including draw length, frequency of use, coil performance and individual vaping habits.
For that reason, comparing pod capacity, battery specifications, replacement availability and flavour choice can be more useful than simply choosing the biggest number printed on a box.
The UK Market Has Changed the Competition
The biggest difference between today’s market and the disposable-heavy market of previous years is regulation.
Since 1 June 2025, businesses have been prohibited from selling or supplying single-use vapes in the UK. Reusable vapes remain legal, including systems that use separately available prefilled pods.
That has pushed IVG, ELFBAR and Lost Mary towards reusable formats.
There is also now another cost consideration. From 1 October 2026, UK Vaping Products Duty applies at £2.20 per 10ml of vaping liquid, with duty stamps beginning to appear on applicable retail packaging.
As a result, buyers increasingly have reasons to look beyond the initial device price and consider the cost and availability of replacement pods or e-liquid.
So, Which One Wins?
There is no universal winner.
IVG is arguably the strongest choice for someone who values British e-liquid heritage, extensive flavour development and a broad ecosystem extending from bottled salts to reusable pod kits.
ELFBAR makes sense for users who already know and enjoy its distinctive flavour range and want to move into its newer rechargeable and refillable systems.
Lost Mary is particularly compelling for people who prefer its flavour profiles and want a wide selection of prefilled pod formats, including the BM600 and BM6000.
The three brands also overlap considerably, so the final decision often comes down to flavour preference and which replacement system you find easiest to maintain.
Final Thoughts
IVG vs ELFBAR vs Lost Mary is not really a battle between three identical products.
They arrived at the modern UK pod market from different directions. IVG built its reputation around e-liquid and flavour before expanding into big-puff and reusable systems. ELFBAR became a major name through its disposable-era products before developing refillable and prefilled pod alternatives. Lost Mary followed with its own flavour-led identity and an increasingly broad reusable range.
For UK adult vapers looking at the market today, IVG has a genuine point of difference: its British e-liquid heritage and unusually broad connection between flavours, nicotine salts, pod kits and reusable devices.
But ELFBAR and Lost Mary remain serious alternatives.
The best choice is ultimately the one that gives you the flavour you prefer, a compatible replacement system and a format that fits how you actually vape.
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