Lost Mary is one of the most recognisable vape brands in the UK, known for its bold flavours, smart designs and smooth performance. But many people still ask the same question. Who actually owns Lost Mary?
If you're browsing the latest models or looking to upgrade, explore the current Lost Mary BM6000 collection for UK-compliant options that deliver big on flavour and convenience.
Who makes Lost Mary?
Lost Mary is owned by a Chinese company called iMiracle Technology, based in Shenzhen. If the name doesn't sound familiar, one of their other brands probably will. iMiracle is also behind Elf Bar, another major name in vaping that rose alongside Lost Mary across global markets.
The two brands were launched under the same parent company but developed with separate identities. Elf Bar focused on classic designs and broader formats, while Lost Mary built its reputation on stylish, pocket-sized devices with intense flavour and smooth delivery.
Are Elf Bar and Lost Mary the same?
Not exactly. While they share the same manufacturer, the brands are marketed separately. Lost Mary quickly carved out a name for itself thanks to distinctive styling and mesh coil technology. UK vapers took to it early on, especially for its blend of simplicity and strong flavour.
That said, both brands now fall under the same production umbrella, with similar manufacturing standards, nicotine formulations and coil designs. This helps explain why users often find the experience consistent across both.
What’s changed in the UK?
Disposable vapes, including earlier Lost Mary devices, are now banned in the UK under new legislation aimed at reducing waste and curbing underage use. This ban applies to all single-use, non-rechargeable vapes sold in retail settings.
In response, Lost Mary has shifted its focus toward next-generation devices like the BM6000. These pod-based, rechargeable kits are fully legal and meet the UK’s Tobacco and Related Products Regulations. If you’re used to the older disposables, the BM6000 keeps the same flavour quality and hit but in a more sustainable and compliant format.
You can get a full breakdown of how the updated format works in our Lost Mary BM6000 Consumer Guide, which covers features, charging, pod design and more.
Who runs the brand?
The founder most closely associated with iMiracle is Zhang Shengwei. He helped build both Elf Bar and Lost Mary into global brands and continues to lead the company’s international expansion. While devices are produced in China, all UK models are adapted to meet British laws on nicotine strength, packaging and safety testing.
The Lost Mary BM6000, for example, includes a rechargeable battery, 2ml prefilled pods with 20mg nicotine salt, and full compliance with UK labelling and child safety requirements. You can browse the full flavour range in the Lost Mary BM6000 collectio.
Final thoughts
Lost Mary is owned by iMiracle Technology, the same company behind Elf Bar. While its earlier success came through disposable vapes, the brand has evolved to meet new UK laws with innovative pod-based systems like the BM6000.
Backed by a trusted manufacturer and driven by a commitment to quality and compliance, Lost Mary continues to offer a smooth, flavour-rich experience that’s ideal for adult vapers across the UK.
If you're interested in the people and brands behind the scenes, you might also want to check out why UK vapers are switching to the Lost Mary BM6000.
You can also see how it compares to other devices in Lost Mary BM6000 vs Elf Bar AF5500.
