We're often asked exactly what 12mg or 24mg strengths mean for nicotine.  It's the amount of nicotine, in milligrams, for each milliliter of eLiquid.  This can also be expressed as mg/mL. So, for example, a 30 mL bottle of our 24 mg strength would contain 30 x 24 = 720 mg (milligrams) of nicotine.

If I order a nicotine level that's too strong for me, how do I thin it out?

Before answering this question, we need to mention this isn't medical advice, just our opinion. Our experience is that you may or may not notice the difference if you change the nicotine level, unless you change it a lot. Studies on "light cigarettes" have shown that people who smoke light cigarettes tend to smoke more of them and take deeper drags, resulting in approximately the same nicotine consumption. So, you're likely to vape until you "feel" like you've had the right amount. If the nicotine level is a bit higher than what you're used to, you may vape less.  If it's too low, you may vape more.

No matter what you do to thin the liquid, please be aware that you will reduce not only the nicotine level, but also the flavoring accordingly. So, for example, if you purchase 24 mg/mL eLiquid that you feel is too strong,  if you dilute it by 20%, then it will have 20% less nicotine per mL, or 24 - 4.8 = 19.2 mg/mL. This would also result in 20% less flavor.

Here are some methods to thinning out a nicotine level:

• The best way to reduce the nicotine without reducing the flavor is to purchase the same flavor with less nicotine and mix the two. For example, if you wanted to take your 24 mg/mL eLiquid down to 12 mg/mL, you could buy some zero nicotine of that flavor and mix the two 50/50. If you wanted to go to 15 mg/mL, you could buy some 6 mg/mL and mix those 50/50.  To get any nicotine level you wanted, you could vary the ratios.
• Distilled water is an option, though not our favorite.  It's readily available at any grocery store and it's cheap: so as a trial it might be a good first option. To our taste, eLiquid with distilled water in it  seems to really take away more of the flavor than other options. 
• VG will work fine for diluting nicotine levels, though it will tend to thicken the eLiquid.  We sell it, or you can buy smaller amounts at most health food stores or better grocery stores.  When purchasing Vegetable Glycerin, since it is also used as a skin softener, please make sure the label says either "Food Grade" or "USP".
• PG will work fine, though we're not sure where you'd get a very small amount of Propylene Glycol. We do sell it in 16 ounce bottles. If you wanted us to send you a small amount, contact us, and we'll work something out.

Here's a helpful chart that displays nicotine levels: