April 2025 will be remembered as the month the South African vaping industry got smacked with not one, but two punches straight to the gut.
First, the United States hit us with a 30% tariff on South African exports — a move that's already starting to choke off our ability to compete in one of the most profitable vaping markets on the planet. Then, just as the industry tried to catch its breath, the threat of further sanctions under the US-South Africa Bilateral Relations Review Act of 2025 loomed large — and it's clear this storm is far from over.
Blow One: Tariffs That Hit Where It Hurts
That 30% tariff isn't just a number on paper. It's a brick wall for every South African vape brand trying to sell in the US. Our products are now more expensive, less competitive, and — in some cases — simply not worth the trouble for US distributors to import. Export reps are already reporting problems moving stock. If this continues, we’re looking at reduced orders, scaled-back production, and job losses.
But let’s not forget the flip side of the tariff coin. South Africa now has to slap the same 30% tariff on American imports — and that’s a big deal for the local market. US-made e-liquids, high-end mods, and premium components are about to get a lot more expensive. That means fewer imports, less choice for consumers, and local stores stuck between raising prices or taking a hit to the wallet.
Blow Two: The Sanctions Sword Hanging Over Us
While the current US bill is aimed at specific officials, the implications reach far beyond politics. Sanctions mess with investor confidence, rattle supply chains, and put a chill on industries that depend on international trade — like vaping. If things escalate, we could see even more trade restrictions, higher costs, and businesses forced to either adapt or shut their doors.
Why This Could Be a Tipping Point
The local vaping scene was already walking a tightrope — juggling health debates, pending legislation, and public pressure. Now we’ve got international politics dragging us into deeper trouble. Higher prices could push more people toward the black market, where products are unregulated, unsafe, and completely outside the reach of any consumer protection.
This not only hurts legitimate businesses, it puts public health at risk — the exact opposite of what responsible vaping advocates have been fighting for.
The 30% US import tariff is hitting local mixers and coil builders right where it hurts — in the wallet. A huge chunk of the flavor concentrates we use in South Africa come straight from the US. Why? Because they’re the best — complex, consistent, and loaded with innovation. But now, those same concentrates are going to cost 30% more. That means tighter margins, tough decisions, and in many cases, either raising prices or risking sustainability.
For small-scale mixers — the ones crafting unique blends for loyal customers — this is a serious blow. Some might not survive it.
And it’s not just about juice. Coil builders are in the same boat. The specialty wire we use — nichrome, Kanthal, stainless steel in specific gauges — often comes from the US too. With prices jumping overnight, it’s going to cost more to make a set of handcrafted coils. Pre-built options will go up in price, and DIY coil-building? That’s about to get a lot more expensive too.
Bottom line? The segment of the market that supports custom experiences, rebuildables, and truly craft vaping is under threat. This is the heart of the vaping scene — the passionate builders, the mixers who spend hours perfecting recipes, the people who’ve built communities around customization and quality.
If they’re pushed out, we don’t just lose products. We lose culture, creativity, and the backbone of the local industry.
What Happens Now?
There’s no sugar-coating this: the South African vape industry is under pressure like never before. To survive this double blow, we’ll need to get smarter, faster, and louder:
First, the United States hit us with a 30% tariff on South African exports — a move that's already starting to choke off our ability to compete in one of the most profitable vaping markets on the planet. Then, just as the industry tried to catch its breath, the threat of further sanctions under the US-South Africa Bilateral Relations Review Act of 2025 loomed large — and it's clear this storm is far from over.
Blow One: Tariffs That Hit Where It Hurts
That 30% tariff isn't just a number on paper. It's a brick wall for every South African vape brand trying to sell in the US. Our products are now more expensive, less competitive, and — in some cases — simply not worth the trouble for US distributors to import. Export reps are already reporting problems moving stock. If this continues, we’re looking at reduced orders, scaled-back production, and job losses.
But let’s not forget the flip side of the tariff coin. South Africa now has to slap the same 30% tariff on American imports — and that’s a big deal for the local market. US-made e-liquids, high-end mods, and premium components are about to get a lot more expensive. That means fewer imports, less choice for consumers, and local stores stuck between raising prices or taking a hit to the wallet.
Blow Two: The Sanctions Sword Hanging Over Us
While the current US bill is aimed at specific officials, the implications reach far beyond politics. Sanctions mess with investor confidence, rattle supply chains, and put a chill on industries that depend on international trade — like vaping. If things escalate, we could see even more trade restrictions, higher costs, and businesses forced to either adapt or shut their doors.
Why This Could Be a Tipping Point
The local vaping scene was already walking a tightrope — juggling health debates, pending legislation, and public pressure. Now we’ve got international politics dragging us into deeper trouble. Higher prices could push more people toward the black market, where products are unregulated, unsafe, and completely outside the reach of any consumer protection.
This not only hurts legitimate businesses, it puts public health at risk — the exact opposite of what responsible vaping advocates have been fighting for.
The Squeeze on Mixers and Coil Builders: When the Tariff Hits Home
This isn’t just a story about export markets and global politics. For many of us, it’s personal.The 30% US import tariff is hitting local mixers and coil builders right where it hurts — in the wallet. A huge chunk of the flavor concentrates we use in South Africa come straight from the US. Why? Because they’re the best — complex, consistent, and loaded with innovation. But now, those same concentrates are going to cost 30% more. That means tighter margins, tough decisions, and in many cases, either raising prices or risking sustainability.
For small-scale mixers — the ones crafting unique blends for loyal customers — this is a serious blow. Some might not survive it.
And it’s not just about juice. Coil builders are in the same boat. The specialty wire we use — nichrome, Kanthal, stainless steel in specific gauges — often comes from the US too. With prices jumping overnight, it’s going to cost more to make a set of handcrafted coils. Pre-built options will go up in price, and DIY coil-building? That’s about to get a lot more expensive too.
Bottom line? The segment of the market that supports custom experiences, rebuildables, and truly craft vaping is under threat. This is the heart of the vaping scene — the passionate builders, the mixers who spend hours perfecting recipes, the people who’ve built communities around customization and quality.
If they’re pushed out, we don’t just lose products. We lose culture, creativity, and the backbone of the local industry.
What Happens Now?
There’s no sugar-coating this: the South African vape industry is under pressure like never before. To survive this double blow, we’ll need to get smarter, faster, and louder:
- Look beyond the US for export markets.
- Rethink supply chains to reduce reliance on expensive US imports.
- Educate consumers about the risks of the illicit market.
- Unite as an industry to push for support and protection.
