Ruthless E-Liquid

Here's the thing about Ruthless - they didn't just stumble into success. Founded by a team of passionate vape enthusiasts in Southern California, the company emerged during vaping's early days when quality control wasn't always guaranteed. They set out to change that by focusing on consistency and flavour accuracy, something that wasn't as common back in 2011 as it is today.

I'll be honest, not every early vape juice manufacturer survived the industry's rapid evolution, but Ruthless adapted brilliantly. They invested heavily in research and development, constantly refining their recipes based on user feedback. This approach paid off massively - their juices became bestsellers across American vape shops before making their way to the UK market.

The brand's philosophy centres around creating "ruthless" flavours that don't compromise on quality. Each juice undergoes extensive testing to ensure it meets their strict standards, though like any manufacturer, they've had the occasional hiccup - but that's just reality in such a RUTHLESS industry.

Ruthless offers an impressive variety of e-liquids designed for different vaping styles and preferences. Their traditional freebase nicotine range works brilliantly in sub ohm tanks, producing dense clouds with intense flavour. The VG/PG ratios are carefully balanced - typically 70/30 or 80/20 for their high VG lines, making them perfect for direct lung vaping.

Their nic salt collection takes a different approach, using 50/50 VG/PG ratios that work exceptionally well in pod systems and mouth-to-lung devices. These are available in 10mg and 20mg strengths, providing that smoother throat hit that many former smokers prefer. Honestly, the transition between their freebase and salt nic versions of the same flavours is seamless - you're getting the same taste profile regardless of format.

The Loaded series deserves special mention as Ruthless's flagship line. These juices focus on dessert and bakery flavours, with each bottle delivering rich, complex taste profiles that develop beautifully as you vape. The cookie and donut flavours are particularly well-executed, though they can be quite sweet - definitely not an all-day vape for everyone.

Their fruit range covers everything from single-note flavours to complex blends. The citrus options pack a proper punch without being overly tart, whilst their tropical mixes transport you straight to somewhere much warmer than Britain. Some vapers find their fruit flavours a bit intense initially, but they tend to come around after a few puffs.

The menthol and ice variants add cooling elements to existing flavours rather than creating standalone mint juices. This approach works well for summer vaping, though the cooling can sometimes overpower more delicate flavour notes. It's worth trying smaller bottles first if you're sensitive to menthol.