When vaping first appeared in the UK, it was largely uncharted territory. There were few established companies, little regulation, and a lot of public debate about what role these new devices might play in helping people move away from smoking. One of the first brands to step into that space was Totally Wicked, a company that would go on to play a significant part in shaping the UK’s vaping landscape.
Founded in 2008, Totally Wicked started out as a small business focused on offering alternatives to traditional tobacco. Over time, it became one of the most recognized names in the country’s vaping sector, not just for its products but for its advocacy in regulatory discussions and its influence on how the industry developed.
TL;DR
- Totally Wicked was one of the earliest UK vaping companies, founded in 2008.
- The brand contributed to industry growth and participated in legal and regulatory challenges.
- It played a role in shaping early discussions around vaping safety, marketing, and consumer protection.
- The company’s journey mirrors the evolution of the UK’s broader vaping industry.
Early Days of the UK Vaping Scene
When Totally Wicked first launched, vaping devices were simple, often imported, and barely understood by the average consumer. The company entered the market at a time when most people were still skeptical about electronic cigarettes and their effectiveness as a smoking alternative.
At that stage, there were few clear rules on how e-liquids or devices could be sold. Totally Wicked became one of the first British businesses to establish retail stores and online outlets dedicated solely to vaping. Its early visibility helped normalize vaping as a concept and paved the way for other businesses to follow.
Standing Up in a Shifting Regulatory Landscape
The early 2010s brought significant change for the vaping industry. As use increased, governments and health authorities started looking at ways to regulate products and ensure safety standards. During this period, Totally Wicked became known not just as a retailer but as an active participant in the legal and policy debates shaping the field.
In 2014, the company famously challenged aspects of the European Union’s Tobacco Products Directive (TPD), which sought to impose restrictions on e-cigarettes and related items. While the challenge did not overturn the legislation, it brought widespread attention to the vaping community’s concerns about overregulation. Many in the industry credited Totally Wicked with opening the door for a more nuanced discussion about how vaping should be handled under law — as something distinct from smoking.
Setting Industry Standards
As the market grew, quality and safety became top priorities. Totally Wicked was among the first UK brands to focus on laboratory testing, ingredient transparency, and consumer education. These practices helped establish expectations for professionalism across the industry.
At the same time, the company helped set the tone for responsible marketing and sales. By focusing on adult consumers and adhering to voluntary codes of conduct, Totally Wicked contributed to the public perception of vaping as a legitimate, regulated category rather than an unmonitored fad.
Supporting a New Generation of Businesses
The rise of Totally Wicked also inspired other entrepreneurs to enter the market. As one of the earliest companies to set up dedicated vape shops in towns across Britain, it created a model that smaller businesses could replicate. Many of today’s independent vaping retailers trace their operational approach back to those early examples.
Its influence extended to trade associations and lobbying groups that now work closely with the UK government and public health agencies to keep regulations balanced. Through years of participation and advocacy, Totally Wicked helped transform vaping from a fringe product into a mainstream retail category with consumer protections in place.
Looking at the Bigger Picture
Today, the UK is considered one of the most regulated but also most supportive vaping environments in the world. The country’s approach emphasizes safety standards, quality control, and public health benefits for adult smokers seeking alternatives. That framework owes much to the groundwork laid by early companies like Totally Wicked, which helped push for clarity and fairness in how the market evolved.
Whether you agree with its methods or not, there’s no denying that Totally Wicked occupies a distinct place in the story of vaping in the UK. From pioneering retail spaces to challenging legislation, it has left a lasting imprint on how the industry operates and how it’s perceived by the public.
