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Elf Bar
	A cherry flavoured ELFBAR 600
Product type	Electronic cigarette
Owner	Zhang Shengwei
Produced by	iMiracle Shenzhen
Country	China
Introduced	2018
Related brands	Lost Mary
Tagline	Make it elf, enjoy yourself
Website	elfbar.com

Elf Bar is an electronic cigarette brand manufactured by the Chinese firm iMiracle Shenzhen (iMiracle HK in the United Kingdom^[1]). Also sold as EBDesign and EBCreate, the vapes are characterized by their fruity flavors and colorful appearance. Although the brand is best known for its disposable vapes, reusable variants are also available but are not as popular.

It has been sold in the United States since November 2021 despite having no authorization from the Food and Drug Administration.^[2] Despite its legal status, it is the most popular disposable vape in the United States.^[3] They are also the leading vape 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.^[4] The term "Elf Bar" sometimes refers to counterfeits, which are nearly indistinguishable.^[5]

Legal status

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.^[3]

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.^[6] In May 2023, US Customs seized shipments of disposable electronic cigarettes including Elf Bar that had arrived at US ports.^[3]

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.^[3]

Appearance and flavors

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."^[7]

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.^[8] 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."^[7]

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.^[7] 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.^[9]

Researchers from the CDC and the nonprofit Truth Initiative determined that Elf Bar was the best-selling disposable e-cig in the U.S. and the third-best selling e-cigarette overall, behind Vuse and Juul.^[3] The aesthetic has been mimicked by similar products, such as Flum Pebble, Juicy Bar, Air Bar Nex and Lost Mary.^[7]