The Rise of Functional Vapes – Inhaling Wellness
- Lily Temperton
- Sep 22
- 9 min read
Updated: 3 days ago
The second installment of our Future Formats series, tracking innovation in functional products from beverages to vapes and beyond
Once dismissed as little more than smoking cessation tools, vapes are now being reimagined as wellness devices. This shift comes as regulators clamp down on youth-oriented nicotine products and consumers seek healthier, more purposeful routines. The result is a pivot “from harm reduction to health optimisation” - a reframing of vaping as a delivery format for functional ingredients, not just nicotine.
A new wave of nicotine-free devices infused with botanicals, cannabinoids, nootropics, and vitamins are emerging as wellness-focused counterparts to traditional e-cigarettes. These “nutritional supplement diffusers” promise stress relief, sharper focus, better sleep, and sustained energy. For many consumers, vaping is no longer only about quitting cigarettes; it’s becoming about enhancing daily life with on-demand wellness.
Yet as with every wellness trend, the line between promise and proof remains thin. The functional vape category sits at a crossroads: poised to become a mainstream format in self-care, or at risk of being dismissed as another overhyped fad.
Market Signals: From E-Cigs to E-Wellness
The global e-cigarette market remains on a steep upward curve, projected to grow from about $28 billion in 2023 to $183 billion by 2030 (~30% CAGR) (Grand View Research, 2024). Within this boom, the functional segment is expanding even faster. Industry analysis suggests that “wellness vapes” - devices and e-liquids formulated with functional ingredients - will grow around 27% annually through 2028 (Cuiguai, 2024).
Even niche categories show resilience. The global vitamin inhaler market, for example, is valued at $1.21 billion in 2024 and expected to reach $3.12 billion by 2033 (11% CAGR) (Growth Market Reports, 2024).
These market signals echo the trajectory of functional beverages, where niche products once seen as gimmicks (CBD sodas, mushroom coffees, energy shots) evolved into a mainstream $100bn+ category. Could functional vapes be at the same early-stage inflection point?
Consumer Demand: Why Vapes, Why Now?
Consumer attitudes are shifting in parallel with market growth. Surveys indicate that 61% of Gen Z vapers would opt for e-liquids with wellness ingredients over nicotine-only formulas (Innova & Cuiguai, 2024). But demand isn’t confined to youth - across age groups, vapers increasingly cite stress management, mental health, and relaxation as their primary reasons for using inhalables.
In Great Britain, around 10% of adults vape (an estimated 5.5 million people). Among former smokers who vape, 14% report doing so to cope with stress or mental health. Strikingly, among non-smokers who vape, this rises to 35%, making it the single most common reason for use. These consumers are seeking an effect, not nicotine - highlighting a major opportunity for non-addictive, function-driven products to meet their needs.
In the US, a Stanford-linked study found that 24% of young adults have used non-nicotine vape products, yet a quarter of those users admitted they didn’t know what was in them (The Guardian, 2023). In Japan and South Korea, aromatherapy-inspired inhalables are marketed in convenience stores as modern lifestyle products, often leaning on cultural familiarity with herbal remedies.
The appeal is clear. Vaping is portable, ritualised, and offers the perception of instant effect. In a world where consumers demand personalisation, convenience, and speed, “wellness on demand” is a compelling proposition.
The flip side, however, is expectation. One group sees functional vapes as wellness tools, another as just a safer-sounding vape. Unless brands bridge that divide with education and clarity, the category risks losing credibility.
Inhaling Benefits: Stress Relief, Focus, Sleep, Energy
Much like functional beverages deliver specific benefits (focus, relaxation, etc.), functional vapes target key wellness “need states” in consumers’ lives.
Four core need-states have emerged as pillars of this trend:
1 - Calm & Stress Relief |
 |
By far the biggest driver is the pursuit of relaxation and anxiety reduction on-demand. Functional vapes infused with calming compounds are marketed to help users unwind or manage everyday stress without intoxicants. In practice, this means devices delivering CBD or herbal extracts known for their anxiolytic properties, or aromatic terpenes such as linalool (lavender) for a soothing experience.Over 60% of wellness-oriented vape users cite mental relaxation as a key benefit they seek. From college students managing anxiety to professionals looking to take the edge off a tough day, “calm vapes” address a broad and diverse audience.CBD vapes lead this category. Cannabidiol’s reputation for stress relief has made it a star ingredient in the UK and US markets, where many ex-smokers now use CBD vape pens from brands like Harmony or Koi CBD as an evening wind-down ritual instead of nicotine. MONQ has built an entire aromatherapy-first portfolio around relaxation, with blends such as Peace (lavender, lemon balm, frankincense). Other formulations layer in adaptogens like ashwagandha, lemon balm, or kava, marketed as “chill without the pill.” |
2 - Focus & Cognitive Clarity |
 |
On the opposite end of the spectrum, consumers are also turning to vapes for sharper focus, alertness, and productivity. Nicotine has long been used as a stimulant, but the new generation of functional vapes seeks to deliver nootropic boosts without nicotine’s addictive downsides.Some diffuser pens contain caffeine or guarana extracts, marketed as “inhalable energy” for study or work sessions. Vitamin B12 vapes likewise promise an energy lift and improved cognitive function. Companies like HealthVape and Inhale Health promote devices that provide “your daily B12 dose” in just a few puffs.Although medical experts remain sceptical about the efficacy of inhaled vitamins, the perception of immediate mental clarity is enticing. Menthol and peppermint oil are also used in focus-oriented blends, banking on their refreshing, alerting effect. While robust clinical data is lacking, the anecdotal demand is clear - “focus” and “clarity” vapes are proliferating, targeting students, gamers, and busy professionals seeking quick, tech-enabled cognitive boosts throughout the day. |
3 - Sleep & Tranquility |
 |
Taking evening relaxation a step further, some functional vapes are formulated specifically as sleep aids. These typically contain melatonin (the same hormone found in popular sleep supplements) along with calming essential oils like chamomile, valerian, or lavender. Branded as “nighttime vapes” or “dream pens,” they claim to help users fall asleep faster and easier.Cloudy has popularised disposable melatonin pens in the US, using sleek social-first marketing aimed at Millennials and Gen Z. In EU markets, where melatonin is often restricted, CBD-focused brands are now experimenting with CBN (a minor cannabinoid associated with sleep) and lavender terpene blends to expand the “night-time calm” category.This sub-sector has grown quickly enough to raise eyebrows in the medical community. Melatonin vapes are touted for rapid absorption, but researchers stress the lack of evidence on whether inhaled melatonin is safe or effective. The promise of instant relaxation (a few soothing puffs instead of a capsule) fits neatly into the broader self-care trend. |
4 - Energy & Vitality |
 |
Rounding out the core need-states are vapes positioned for a quick energy boost or general vitality support. These often overlap with the focus category (for example, caffeine vapes serve both purposes) but also include additional ingredients: B-vitamin complexes, ginseng, taurine, and other staples familiar from energy drinks.NutroVape markets “pre-workout” sticks with caffeine and amino acids for fitness enthusiasts, while Breathe promotes immunity vapes with vitamin C, zinc, and echinacea. VitaminVape and Inhale Health also push into this territory with energy and morning blends.Flavour plays a complementary role: bright, fruity flavours or menthol create a refreshing sensation that pairs with the stimulant effect. While questions remain about how effectively lungs can absorb these nutrients, the marketing resonates strongly with on-the-go lifestyles. Immunity support also fits within this category, with some diffusers including vitamin C, zinc, or echinacea to claim added benefits. |
Beyond the “big four,” new niches are being tested:
Immunity support: vitamin C, zinc, echinacea blends.
Sexual wellness: ginseng and maca-based vapes marketed as libido enhancers.
Mood elevation: aromatherapy blends with citrus, rose, or exotic terpenes positioned as “uplift” pens.
However, it is important to keep in mind that many of these claimed benefits rely on consumer perception and short-term effect, rather than clinically proven outcomes.
Ingredients in Focus: From CBD to Adaptogens
Behind these need-states is a growing ingredient toolbox adapted from supplements and other functional product categories.
1 - CBD and Minor Cannabinoids |
Cannabidiol (CBD) has done more than any other ingredient to legitimise “wellness vaping.” Over the past few years, CBD vapes have surged in popularity as non-intoxicating stress-relief tools. The UK now boasts the largest CBD market in Europe (worth over £400M and on track for £1B by 2025), with a significant slice of that comprising vaping products (CannaBusiness, 2024). Consumers praise CBD vapes for helping with anxiety, pain management, and relaxation – without nicotine’s addictive hook or cannabis’ high.Growth is now being fuelled by diversification. CBN is appearing in sleep blends, CBG in focus products, and terpenes are being added back into e-liquids to enhance effects (such as pinene for alertness, and myrcene for calm). Innovation extends to format too: nano-emulsified CBD for finer vapour and better absorption, and even dose-tracking smart vapes linked to wellness apps. |
2 - Nootropics and Vitamins |
Beyond cannabis-derived ingredients, nootropics are emerging as a major growth area in functional vapes. Caffeine is the most common example, often paired with vitamin B12 to create “inhalable energy shots.” Taurine, familiar from energy drinks, is also appearing, while compounds such as L-theanine (calm focus) and teacrine (a caffeine analogue) are being tested for smoother stimulation.Formulating these ingredients for inhalation is challenging, since many vitamins and amino acids degrade at vape temperatures. Innovators are experimenting with encapsulation and synthetic analogues to improve stability and absorption. While scientific evidence on bioavailability is limited, the crossover between the $150bn supplement market and vape technology is driving rapid innovation. As long as brands avoid medical claims, nootropic vapes are likely to expand. |
3 - Adaptogens and Botanicals |
Adaptogenic herbs and botanical extracts are also finding their way into functional vapes. Ingredients such as ashwagandha, rhodiola, and ginseng (long valued for helping the body adapt to stress and restore balance) are being trialled in e-liquid form. Essential oils and terpenes from plants like chamomile, peppermint, and lavender are similarly used to create calming or energising blends, effectively translating traditional herbal remedies into a modern inhalable format.The challenge lies in stability. Many delicate botanicals degrade when exposed to heat, prompting innovators to explore temperature-controlled devices or synthetic analogues that preserve effects. There is also a regulatory grey area: herbs that are legal for ingestion may raise new questions when inhaled. Still, the trend aligns closely with the wider plant-based wellness movement, and as technology advances, botanical and adaptogen vapes are likely to expand beyond niche adoption. |
4 - Flavourings |
Without nicotine, flavour becomes a functional ingredient in its own right. Flavour innovation is central to functional vapes, transforming them into a bridge between aromatherapy, wellness science, and lifestyle design. Notes such as citrus and peppermint are used to create sensations of energy and focus, while vanilla, rose, and chamomile evoke calm and comfort. This overlap of flavour chemistry and mood psychology is pushing vape R&D toward blends designed not only to taste good, but to subtly influence how users feel.As enjoyment is essential for repeat use, developers are refining formulations with natural extracts, sweetness enhancers, and throat-hit modifiers to replicate the satisfaction of traditional vapes. Many consumers also note that, without nicotine’s harshness, flavours are cleaner and more pronounced. |
Device Evolution: From Disposables to Wellness Tech
Format shifts are just as important to note as ingredient shift:
Disposables → Reusables: With single-use devices facing bans in the UK, France, and other markets, functional vapes are moving toward rechargeable kits and pods. This shift supports sustainability, cost efficiency, and higher-quality delivery.
Nicotine-Free by Design: Devices are being engineered for smoother vapour, better flavour integrity, and subtle dosing cues, not the throat-hit of nicotine. Design language is also changing: devices resemble sleek wellness gadgets rather than cigarettes.
Compliance-Ready Features: Temperature limiters, child-resistant packaging, toxicology testing and pharmaceutical-grade QA are quickly becoming the norm.
Hardware evolution is helping functional vapes position themselves as credible consumer health devices rather than gimmicky alternatives.
The Future of Functional Vaping
Functional vapes sit at the intersection of two powerful shifts: vaping technology and the cultural momentum of wellness. Early adoption in the UK and US shows genuine demand for nicotine-free, purpose-driven devices.
Handled responsibly, functional vapes could embed themselves into everyday wellness rituals - a calming blend during a stressful day, a CBD pen as an evening wind-down, or a caffeine diffuser as a coffee alternative. They fit modern demands for convenience, instant effect, and personalisation.
Handled cynically, however, these products risk being dismissed as wellness theatre - another short-lived gimmick in a crowded marketplace. To move from novelty to routine, functional vapes must prove they can deliver safe, meaningful value without overpromising.
Like any emerging wellness trend, three main hurdles stand in the way:
Evidence: The bioavailability and safety of inhaled supplements remain unproven. Until robust clinical data exists, brands risk fuelling scepticism.
Regulation: Frameworks differ sharply across regions - from the potential of novel food classifications to hardware bans on disposables. Navigating this patchwork is complex.
Education: Many consumers experimenting with functional vapes lack clarity on what they contain or how they work. Without transparent labelling, clear communication of ingredients, and realistic benefit claims, trust in the category will quickly erode.
Comments