A Reuters investigation reports a growing wave of vape brands promoting “Made in America” credentials as the U.S. market faces tougher enforcement against unlicensed products, particularly those linked to Chinese manufacturers. The article says at least eight new brands have emerged since October, emphasizing U.S. identity, despite lacking authorization from the U.S. Food and Drug Administration, which has approved only a limited number of vaping products for sale.
According to the report, trademark filings show some of these brands are tied to Chinese or Hong Kong interests, suggesting the marketing shift may be aimed at avoiding scrutiny from customs officials amid heightened trade tensions and regulatory pressure under the administration of Donald Trump. Analysts cited by Reuters say the tactic could slow efforts to push consumers from the illicit to the regulated vape market.
The story also highlights that China remains the dominant supplier of vapes to the U.S., with trade data showing exports worth over $4 billion in 2025, even as companies experiment with partial U.S. production or American-themed branding to adapt to tariffs, enforcement actions, and changing consumer perceptions.
