Hayati & Lost Mary Vape Cost in 2026: UK Vape Tax Explained

September 28, 2026

See how the UK vape tax could affect Hayati and Lost Mary prices in 2026, with duty costs, e-liquid volumes and estimated price changes explained.

The new Vaping Products Duty is taking effect in the UK in 2026, which will drive up vape prices. The amount of tax placed on a vape product will be primarily based on the amount of e-liquid present from 1 October 2026. This could result in fluctuation of prices of the popular brands like Hayati and Lost Mary, especially for the bigger capacity kits and refill packs.

What it is important to understand as a UK vaper is that the new duty isn't related to the brand, puff count or original retail price. Rather, it is determined based on the amount of vaping fluid. Therefore, after the new tax is implemented, once you compare Hayati and Lost Mary costs, you'll have a much better idea of the potential cost if you look at how much e-liquid each product contains.

What Is the New UK Vape Tax?

Vaping Products Duty is a new tax that will commence from 1 October 2026 in the United Kingdom Government. The duty is to £2.20 per 10ml and that equates to 22p per ml of vaping liquid. The duty is imposed on vaping liquids, with or without nicotine, and is paid via the supply chain, up to the last consumer.

Put simply, if there is more e-liquid in a product then the duty on that product will be higher. VAT is only one component, and prices at the store and on online platforms may also factor in retailer margins and wholesale prices, as well as any promotions that may be offered, so the tax amount should be looked at in terms of a rough sum, and not a hard-and-fast increase at the checkout.

What is the potential price increase for vape?

The simplest way to work it out is the volume of the e-liquid x £0.22 = Vaping Products Duty. For instance, £2.20 in duty is paid on 10ml of liquid, whereas 12ml of liquid is valued at £2.64 and 24ml at £5.28.

The illustrative increase could be approximately 26.4p per ml if the duty is charged to the customer and the VAT effect is incorporated. This would mean approximately £3.17 on 12ml and £6.34 on 24ml. Retail price may vary due to different retailers' pricing and promotions.

In addition to paying the VAT, you will be required to pay the Vaping Products Duty.In addition to the VAT, you will be required to pay the Vaping Products Duty.

Liquid Volume	Vaping Products Duty	Illustrative Duty + VAT
2ml	£0.44	£0.53
10ml	£2.20	£2.64
12ml	£2.64	£3.17
24ml	£5.28	£6.34

The 2026 tax will not impact the price of Hayati Vape.The price of Hayati Vape doesn't change after the 2026 tax.

Hayati has been a popular brand in the UK vape market, and offers various pre-filled kits and replacement pod products. The new duty on liquids is based on their content which some of these products have more than the standard 2ml capacity, so this also has an impact on the overall price of these products.

A Hayati product with approximately 12ml of liquid would incur a cost of £2.64 in Vaping Products Duty. With the example calculation of duty plus-VAT, the potential increase is approximately £3.17. This is not to say that all Hayati products will be priced at £3.17, as retailers may cover some of this difference or adjust their margins or promotions.

Lost Mary Vape Prices After the 2026 Tax

The new duty will also impact on Lost Mary products as the duty is not based on any particular brand or manufacturer of vaping liquid but on the vaping liquid itself. The duty on the same product size (12ml) would be the same of £2.64 regardless of whether they are produced by Lost Mary or Hayati or another manufacturer to which the rules are applicable.

For instance, the price of a Lost Mary product which is selling for £4.99 would be increased by the illustrative duty-plus-VAT effect by £3.17, bringing the total to approximately £8.16. This is a sample to understand the possible effects, rather than a set retail price.

What is the importance of the volume of e-liquid?

The most significant difference for consumers is that the new duty will be tied directly to the amount of e-liquid. A 24ml product will attract the double of liquid compared to 12ml product and hence the double of basic duty. That's why there's a potential for significantly more pounds and pence in larger refill packs.

It also means that puff counts are not a reliable way of calculating the new tax. A product with a similar puff number could use a different amount of liquid for the same number of puffs, thus having a different duty liability. It, therefore, becomes much more useful to check the e-liquid volume that is mentioned in the price, when comparing prices.

The 0mg Vape Products will also be taxed?

Yes. The new Vaping Products Duty applies to the volume of vaping liquid and not whether or not the liquid contains nicotine. Nicotine free products can also be covered by the duty.

This makes it easy for consumers to calculate. The amount of liquid is the determining factor whether a product contains nicotine or if it is nicotine-free.

When does the new Vape Duty begin?

The new duty on Vaping Products will be enforced on 1st October 2026. As part of the new system, the government has also launched a Vaping Duty Stamps Scheme.

There is a transition period for eligible existing stock. Retailers/wholesalers are permitted to sell qualifying unstamped stock that they already have until 31 March 2027. The vaping duty stamp will be required for most vaping products from 1 April 2027 when vaping products will no longer be duty suspended outside.

How will the tax impact Hayati/Lost Mary customers?

The significant difference for customers is that the products may contain more e-liquid and thus have a higher duty than the smaller products. A 12ml product will pay £2.64 basic duty; a 24ml product will pay £5.28 basic duty.

But the cost of the final product won't necessarily increase by these amounts. Retailers have the option to alter prices, provide multi-buy offers, or cover a portion of the extra expense. It is important to compare the actual selling price to a tax calculation, therefore.

What to compare, Hayati vs Lost Mary?

Hayati and Lost Mary do not have a separate tax rate. If the product is covered by the Vaping Products Duty (VPD), the same regulations apply to both brands. The big difference is the amount of e-liquid in each individual product.

When comparing the two brands, pay attention not only to the price, but also the amount of liquid. A lower initial price product with a lot more liquid may have greater tax obligations than a higher initial price product with less liquid.

Before purchasing a vape, UK Vape customers should consider the following factors:

If you're looking to purchase Hayati, Lost Mary or any other vape products in 2026, you should take note of the volume of the e-liquid, the retail price, and if the seller is running a multi-buy offer. All this information can play an important role in the total expense.
Also keep in mind that the price may change for a promotion. The duty is going to be integrated into the normal course of supply and a retailer may change its offer in the future, so the prices you see online may change.

Frequently Asked Questions

How will prices of Hayati products be affected after UK vape tax?

Vaping Products Duty would cost £2.64 per 12ml Hayati product. With illustrative VAT included, the likely impact on retail prices is approximately £3.17 but this will depend on the retailer.

What will be the price of Lost Mary products after 2026?

Lost Mary products' new prices are not fixed as they vary depending upon the amount of e-liquid needed in the product, and the retailer's pricing. A basic duty of £2.64 would be charged on each 12ml product (not taking account of the wider impact on the retail price).

Is the vape duty dependent upon the strength of the nicotine in the vape?

No. The duty is calculated according to the volume of vaping liquid, rather than its nicotine strength. This includes nicotine free e-cigarettes too.

Will the price of all Hayati and Lost Mary products go up by the same amount?

The duty on the products will vary according to the amount of e-liquid product in the product. Other factors that impact the retail price are discounts and wholesale expenses.

Final Thoughts

With the Vaping Products Duty coming into effect in the UK on 1st October 2026, it looks set to alter how consumers in the UK are comparing vape product prices. Hayati and Lost Mary are not being taxed at different rates, although some items containing high levels of e-liquid may have increased duty rates.

When shopping, it's best to focus on the amount of liquid this product contains, not the number of puffs or cost. A 12ml product will cost £2.64 in basic duty, a 24ml product will cost £5.28 in basic duty. The actual cost to consumers will depend on the extent to which manufacturers, wholesalers and retailers pass these costs to consumers.