{{short description|Chinese brand of electronic cigarettes}} {{Use dmy dates|date=December 2023}} {{Infobox brand | name = Elf Bar | logo = Elf Bar logo.png | logo_alt = | logo_caption = | image = Pair of Elfbar e-cigs.png | alt = | caption = A pair of Elf Bar pen devices: a reusable Mate 500 (with an inserted pod) and a single-use lemonade flavour 600 | producttype = Electronic cigarette | currentowner = Zhang Shengwei | producedby = Shenzhen iMiracle Technology | country = China | introduced = 2018 | discontinued = | related = Lost Mary | markets =Germany<ref>{{Cite web |title=ELFBAR Vape Germany {{!}} Offizieller ELFBAR Onlineshop |url=https://www.elfbar.de/ |access-date=2026-02-23 |website=ELFBAR Shop |language=de}}</ref>, United Kingdom, Spain, UAE | previousowners = | trademarkregistrations = | ambassadors = | tagline = Make it elf, enjoy yourself | website = {{url|elfbar.com}} | footnotes = |image_size=}}
'''Elf Bar''' (stylized '''ELFBAR''', also sold in some markets as '''EBDesign''' or '''EBCreate''') is a Chinese brand of electronic cigarettes produced by Shenzhen iMiracle Technology, a part of Heaven Gifts.<ref>{{Cite web |date=December 6, 2023 |title=China e-cigarette titan behind 'Elf Bar' floods the US with illegal vapes |url=https://www.reuters.com/world/china/china-e-cigarette-titan-behind-elf-bar-floods-us-with-illegal-vapes-2023-12-06/ |website=Reuters}}</ref><ref>{{Cite web |last=Practice |first=Advertising Standards Authority {{!}} Committee of Advertising |title=Imiracle (HK) Ltd |url=https://www.asa.org.uk/rulings/imiracle--hk--ltd-g23-1208624-imiracle--hk--ltd.html |url-status=live |archive-url=https://web.archive.org/web/20240103215849/https://www.asa.org.uk/rulings/imiracle--hk--ltd-g23-1208624-imiracle--hk--ltd.html |archive-date=3 January 2024 |access-date=2024-01-03 |website=www.asa.org.uk}}</ref> These vapor products are characterized by their fruity flavors and colorful appearance. Elf Bar is, as of 2023, the most popular brand for disposable e-cigarettes in the world.<ref name=":2">{{Cite web |date=2023-12-19 |title=Elf Bar and other e-cigarette makers dodged US customs and taxes after China's ban on vaping flavors |url=https://apnews.com/article/vaping-elf-bar-ecigarettes-china-teens-77033584983ad47fc5795baa46b4705e |access-date=2025-01-18 |website=AP News |language=en}}</ref> Reusable variants are also marketed.
== Products == The best known Elf Bar e-cig is the disposable Elf Bar 600 which comes with a pre-filled tank of 20mg of nicotine salt in various flavours.<ref>{{Cite web |date=2022-08-21 |title=What is behind Gen Z’s Elf Bar obsession? |url=https://www.independent.co.uk/life-style/elf-bar-gen-z-price-colours-b2148615.html |access-date=2025-01-18 |website=The Independent |language=en}}</ref> Elf Bar BC 500 is a box-style alternative disposable. Its manufacturer also produces a number of reusable and rechargable Elf Bar devices, including the pod-based Mate 500,<ref>{{Cite web |last=ElfBar |title=ElfBar Strengthens Ties with UK Costumers through Ad Campaign on London Double-Deckers and Billboards |url=https://www.prnewswire.com/news-releases/elfbar-strengthens-ties-with-uk-costumers-through-ad-campaign-on-london-double-deckers-and-billboards-301561354.html |access-date=2025-01-18 |website=www.prnewswire.com |language=en}}</ref> ELFA,<ref>{{Cite web |last=Sophie |date=2022-10-03 |title=Vape consumers switching to disposable pod systems {{!}} Scottish Grocer & Convenience Retailer |url=https://scottishgrocer.co.uk/2022/10/03/vape-consumers-switching-to-disposable-pod-systems/ |access-date=2025-01-18 |website=scottishgrocer.co.uk |language=en-GB}}</ref> the 1200, and more advanced variants such as the Elf Bar ELFX.
== Appearance and flavors == thumb|right|A lemon-mint Elf Bar branded as EBCreate.Unlike the Juul, which gained popularity throughout the late 2010s, Elf Bars have a colorful appearance. Many of them have fruity flavors like piña colada, strawberry mango, and lemon mint, and in 2023, the ''New York Times'' called Elf Bar the "vape du jour."<ref name=":1">{{Cite news |last=Holtermann |first=Callie |date=6 November 2023 |title=Vapes Get a Gen Z Makeover |work=The New York Times |url=https://www.nytimes.com/2023/11/06/style/vape-elf-bar-juul.html |access-date=12 November 2023 |issn=0362-4331}}</ref> The aesthetic has been mimicked by similar products, such as Flum Pebble, Juicy Bar, Air Bar Nex, and its sister brand Lost Mary.<ref name=":1" />
According to the Centers for Disease Control's 2023 National Youth Tobacco Survey, it is the most popular electronic cigarette brand among middle school and high school students who vape.<ref>{{Cite journal |last=Birdsey |first=Jan |date=2023 |title=Tobacco Product Use Among U.S. Middle and High School Students — National Youth Tobacco Survey, 2023 |journal=MMWR. Morbidity and Mortality Weekly Report |volume=72 |issue=44 |pages=1173–1182 |doi=10.15585/mmwr.mm7244a1 |issn=0149-2195 |doi-access=free|pmid=37917558 |pmc=10629751 }}</ref> The FDA's tobacco center chief, Brian King, said "if it looks glamorous and it looks appealing, that’s going to be the first driver that will bring a horse to water... the flavors then get them to drink. And the nicotine keeps them coming back for more."<ref name=":1" />
According to psychiatrist Susan Linn, the appearance of Elf Bars is attractive to children and teenagers, who are interested in rounded shapes and colorful items. She compares the marketing to the cigarette mascot Joe Camel, who was made to appeal to young people.<ref name=":1" /> There are concerns that the popularity of e-cigarette devices has negated the progress of numerous attempts in the late 20th century to discourage young adults and children from using nicotine products, and has actually increased teenage nicotine consumption in general.<ref>{{Cite journal |title=E-cigarettes use in the United States: reasons for use, perceptions, and effects on health |date=2020 |pmc=7545933 |last1=Sapru |first1=S. |last2=Vardhan |first2=M. |last3=Li |first3=Q. |last4=Guo |first4=Y. |last5=Li |first5=X. |last6=Saxena |first6=D. |journal=BMC Public Health |volume=20 |issue=1 |page=1518 |doi=10.1186/s12889-020-09572-x |doi-access=free |pmid=33032554 }}</ref>
== Sales == thumb|right|A mango flavoured Elf Bar 1500 disposable being used. Elf Bar has been sold in the United States since November 2021 despite having no authorization from the Food and Drug Administration.<ref>{{Cite news |date=13 October 2023 |title=Elf Bar finds an easy way around US vape import ban: a name change |url=https://apnews.com/article/ecigarettes-elf-bar-fda-disposable-vaping-5245aed253ca9cdcf119483bd9cee1f1 |url-status=live |archive-url=https://web.archive.org/web/20231112234334/https://apnews.com/article/ecigarettes-elf-bar-fda-disposable-vaping-5245aed253ca9cdcf119483bd9cee1f1 |archive-date=12 November 2023 |access-date=12 November 2023 |work=AP News}}</ref> Despite its legal status, it is the most popular disposable vape in the United States and the third-best selling e-cigarette overall, behind Vuse and Juul, as of 2023, according to researchers from the CDC and the nonprofit Truth Initiative.<ref name=":0">{{Cite news |date=22 June 2023 |title=FDA warns stores to stop selling Elf Bar, the top disposable e-cigarette in the US |url=https://apnews.com/article/ecigarettes-elf-bar-vapes-4353becf747846b528ec2aea609ed2f9 |url-status=live |archive-url=https://web.archive.org/web/20231008064240/https://apnews.com/article/ecigarettes-elf-bar-vapes-4353becf747846b528ec2aea609ed2f9 |archive-date=8 October 2023 |access-date=8 September 2023 |work=AP News}}</ref> Due to a trademark dispute, the Elf Bar name has been dropped and the vapes are now sold as EB Create in the U.S. market.<ref name=":2" />
The brand has become the best-selling for disposables globally, and its manufacturer Shenzhen iMiracle has been expected to generate up to $4 billion in the year 2023.<ref name=":2" />
Elf Bar is also a leading e-cigarette brand in the United Kingdom, making up more than half of disposable vape sales in the country, with its sister brand Lost Mary. These brands sold over £900 million worth of vapes in 12 months, equivalent to around 160 million units, according to NielsenIQ.<ref>{{Cite news |last=King |first=Ben |date=30 November 2023 |title=Elfbar: Top vape firm drops sweet flavours over appeal to kids |url=https://www.bbc.com/news/business-67570973 |url-status=live |archive-url=https://web.archive.org/web/20231207183157/https://www.bbc.com/news/business-67570973 |archive-date=7 December 2023 |access-date=6 December 2023 |work=BBC News}}</ref> The Elf Bar 600 had a 55% market share for disposables in 2023 and in second place was its sister product Lost Mary BM500 with 23%,<ref name=":3">{{Cite web |title=Use of e-cigarettes (vapes) among adults in Great Britain |url=https://ash.org.uk/uploads/Use-of-e-cigarettes-among-adults-in-Great-Britain-2023.pdf |website=ash.org.uk}}</ref> therefore giving a huge overall share for Shenzhen iMiracle. In the market for cartridge based reusables, Elf Bar Mate had a share of 13%, behind Vuse and Juul.<ref name=":3" />
The term "Elf Bar" sometimes refers to counterfeits, which are nearly indistinguishable.<ref>{{Cite news |date=26 June 2023 |title=Thousands of unauthorized vapes are pouring into the US despite the FDA crackdown on fruity flavors |url=https://apnews.com/article/fda-vapes-vaping-elf-bar-juul-80b2680a874d89b8d651c5e909e39e8f |access-date=8 September 2023 |work=AP News}}</ref>
== Legal status in the U.S. == In early 2020, the FDA imposed legislation to restrict the flavors of reusable vapes to menthol and tobacco – an effort that targeted companies such as Juul. However, the flavor restriction did not apply to disposable vapes. Elf Bar hit shelves in the US by November 2021, sold in flavors like cotton candy.<ref name=":0" />
Elf Bar devices have not received authorization from the Food and Drug Administration and are not legally permitted to be sold in the United States.<ref>{{Cite web |date=2023-06-22 |title=FDA warns stores to stop selling Elf Bar, the top disposable e-cigarette in the US |url=https://apnews.com/article/ecigarettes-elf-bar-vapes-4353becf747846b528ec2aea609ed2f9 |url-status=live |archive-url=https://web.archive.org/web/20231008064240/https://apnews.com/article/ecigarettes-elf-bar-vapes-4353becf747846b528ec2aea609ed2f9 |archive-date=8 October 2023 |access-date=2024-01-11 |website=AP News |language=en}}</ref> In May 2023, US Customs seized shipments of disposable electronic cigarettes including Elf Bar that had arrived at US ports.<ref name=":0" />
The FDA has taken steps to stop stores from distributing the product. On 22 June 2023, the FDA sent warning letters to 189 retailers selling fruit and candy-flavored disposable vapes, such as Elf Bar.<ref name=":0" />
In Oct 2025, IMiracle (HK) Ltd., the owners and manufacturers of Elf Bar disposable vapes, have settled a lawsuit brought by Altria Group vape subsidiary NJOY, agreeing to no longer sell or distribute flavored vapes within the state of California.<ref>{{Cite web |date=2025-10-15 |title=Elf Bar Agrees Not to Sell Flavored Vapes in California |url=https://vaping360.com/vape-news/elf-bar-agrees-not-to-sell-flavored-vapes-in-california/ |access-date=2026-02-23 |website=Vaping360 |language=en}}</ref>
== Corporate operations == At the 2022 GT World Challenge Asia, Elf Bar sponsored a team from Hong Kong.<ref>{{Cite web |date=19 May 2022 |title=A Premier Collaboration Between X WORKS Racing and ELFBAR |url=https://www.businesswire.com/news/home/20220518006211/en/A-Premier-Collaboration-Between-X-WORKS-Racing-and-ELFBAR |access-date=13 November 2023 |website=Business Wire |archive-date=13 November 2023 |archive-url=https://web.archive.org/web/20231113183459/https://www.businesswire.com/news/home/20220518006211/en/A-Premier-Collaboration-Between-X-WORKS-Racing-and-ELFBAR |url-status=live }}</ref>
== References == {{reflist}}
{{Electronic cigarettes}}
Category:Chinese brands Category:Electronic cigarette brands