How we came to be, and what we're about

We’re just like you so we know what you want and need: simple, reliable, quality products that easily fit into your day-to-day routine. The road most travelled isn’t your style. You work hard to forge your own path, that’s what blu stands for: the individual. We know that you look forward to the time where you can let loose and just be yourself, so we make sure that when you arrive, you’re not disappointed.

Long before “Vaping” was a word in the Oxford dictionary, we were smokers dreaming of a life without the negatives of ash or lingering odors. Our desire to explore alternatives, adventure without boundaries and our right to self-expression fueled our drive to introduce our first innovation to the world.

Since being founded in 2009, your personal experience remains at the heart of everything we do. We consistently push ourselves to take a great product and make it better by paying attention to your input. Your feedback is the compass for our next direction. We’re proud to be the pioneers of our category and work hard to exceed expectations every time. Like all great brands, we don’t ride the waves of culture, we make them.