Who Owns Lost Mary Vapes? | Company Behind the Brand

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Who Owns Lost Mary Vapes?

Lost Mary is one of the fastest-growing vape brands in the world—but who’s actually behind it?

The answer: Lost Mary is owned and manufactured by Shenzhen iMiracle Technology Co., Ltd, a Chinese company also responsible for another global vape giant—Elf Bar.

Let’s look at who controls the Lost Mary brand, how it's structured internationally, and how it’s grown into a multi-million-pound business in the UK and beyond.


Who Is Shenzhen iMiracle Technology?

Shenzhen iMiracle Technology is a major e-cigarette manufacturer based in Shenzhen, China—a hub for vape production. The company was founded by Zhang Shengwei and operates globally under multiple brand names.

Their two biggest names are:

  • Elf Bar – known for the Elf Bar 600, Elfa, AF5000, and more

  • Lost Mary – known for the BM600, BM6000, and high-capacity models like MO20000

In many countries, these brands dominate the disposable vape market, often appearing side-by-side in shops.

Is Lost Mary Connected to Elf Bar?

Yes. Both Lost Mary and Elf Bar are manufactured by the same parent company (Shenzhen iMiracle). While they have different branding and product designs, they often use similar technology—like QUAQ mesh coils and rechargeable batteries—and share distribution networks.

In fact, some Lost Mary vapes are built with nearly identical hardware to Elf Bars, just under a different aesthetic.

Who Handles Lost Mary in the UK?

In the UK, Lost Mary’s branding and product distribution are managed by Imiracle (HK) Ltd, a Hong Kong-based subsidiary linked to Heaven Gifts. This entity is responsible for:

  • Trademark registration

  • Import and distribution

  • UK product compliance (TPD regulations)

Lost Mary has also worked with HG Innovation, which operates in both consumer and political spaces. According to reports from The Times, a UK peer—Lord Porter of Spalding—was listed as a paid adviser to HG Innovation, the group behind Elf Bar and Lost Mary in the UK market.

How Big Is the Business?

According to The Grocer’s 2023 Top Products Survey, Lost Mary achieved UK sales of £310.7 million in just one year—making it the fastest-growing FMCG (fast-moving consumer goods) brand of the year. In many shops, it now outsells Elf Bar due to its distinct look and sweet, bold flavours.

Despite regulatory pressures—including a planned UK ban on single-use vapes from June 1, 2025—Lost Mary continues to innovate with multi-use, refillable, and rechargeable devices like the BM6000 and 4-in-1 pod kit.

Final Word

Lost Mary is owned by Shenzhen iMiracle Technology, the same company behind Elf Bar. It’s manufactured in China, distributed globally, and managed in the UK through subsidiaries like Imiracle (HK) Ltd and HG Innovation.

So, next time you pick up a Lost Mary, you’re vaping a product from one of the world’s biggest e-cigarette manufacturers—just under a different brand label.