Who we are

We didn’t set out to change the world.

Just redefine the way people smoke. To do that,

we had to re-imagine everything from the ground up.

So we did.

Who we are

We didn’t set out to change the world. Just redefine the way people smoke. To do that, we had to re-imagine everything from the ground up. So we did.

The blu Story

The first blu devicePlus Icon

In 2009, we created the first blu device and introduced our innovation to the world.

blu goes globalPlus Icon

In 2014, we crossed the pond and officially went global with the launch of the blu brand in the UK. This was shortly followed by our launches in France and Italy.

Just You and bluPlus Icon

In 2016, our first global marketing campaign, ‘Just You and blu’, highlighted the experiences our consumers have with their blu. These moments are just as unique as each and every one of you.

The launch of mybluTMPlus Icon

In 2018, the mybluTM device was introduced - our latest commitment to a better vaping experience. With its sleek design, variety of flavours, and convenient use, mybluTM makes satisfaction simple.

What we're about

Our belief

We believe that the enjoyment of nicotine shouldn’t require sacrifice or compromise. We want blu to be the choice, never the alternative.

Our values

We see change as a good thing, and overturn tradition and process with progress. We operate on passion, individuality, hard work, and authenticity.

Our purpose

The relentless pursuit of Something Better drives all we do.

Our mission

At blu, we work to make better products - but more importantly, better lifestyles. We’re just like you in that we want a vaping experience that works for us.