Who we are

A passion for success - our founding

Combine a medical doctor who was looking for alternatives to smoking cessation (Thomas Mrva), a pharmacist (Maximilian Roedl) and a sales professional (Ralf Steffan - Dipl. Kommunikationswirt) - this is how the success story of happy liquid began in 2011. After Thomas Mrva had accidental contact with vaping, which was still almost unknown, and was constantly confronted with tobacco-related illnesses in hospital, the question arose: can vaping solve these problems? However, the quality of the liquids available to date was more than questionable and the lack of consistency in taste was also disappointing.
The idea was quickly born: Why not produce our own liquids - Made in Germany?

From the idea to happy liquid

With the other founding members Max Roedl and Ralf Steffan, the idea quickly became reality. After positive feedback from the testers and with the concentrated know-how, the happy liquid brand was launched in 2011.
happy liquid quickly became known as a supplier of high-quality and tasty liquids in Germany and the entire D/A/CH region.

Not only has the range of liquids for e-cigarettes been steadily expanded, but the focus on transparency and regulation has also been part of happy liquid from the very beginning. A claim that pays off. This is because the TPD2 regulation ("tobacco products directive"), which came into force in the EU in 2014, has led to stricter regulation of e-liquid production and distribution. Changes that happy liquid sees not as a hurdle, but as an opportunity.

happy liquid today

Constantly new, creative liquid varieties, one of the largest, tobacco-independent liquid manufacturers in the DACH region (Germany, Austria and Switzerland) and an active commitment to sensible regulation - that is happy liquid today:

• Range of liquids in over 60 flavors and always new products in the areas of liquids, bases, shortfill or longfill
• Supplying around 400 retailers throughout Europe and direct sales via the online shop
• Active in the industry as a member of the standardization committees of DIN (German Institute for Standardization), CEN and ISO and as DIN working group leader
• High quality standards:
  + Animal-free product tests
  + Blacklist of ingredients
  + All liquids are Made in Germany

Our claim: 100 percent taste & high quality

If you want quality, you have to take new and often laborious paths: happy liquid is the first liquid manufacturer in the world to carry out animal-free product tests using human lung cells. The innovations don't stop there, as we are also the first liquid manufacturer to carry out AMES tests (which measure the mutagenic potential of various chemicals) on our liquids. The result: vaping e-cigarettes is less harmful than smoking nicotine cigarettes.

Research, transparency and regulation are an important part of our claim:

• Safety: all liquids are manufactured in Germany and tested in our own laboratory.
• Transparency: The ingredients of the liquids are made from four to five tested and certified ingredients.
• Regulation: happy liquid is actively committed to the sensible regulation of e-liquids and conducts research.
• Taste: No matter which liquid you choose, the flavor development is always excellent.
• Individuality: All liquids are available in different nicotine strengths or without nicotine.

You can find out more about happy-liquid's quality standards, ingredients and production under "Quality - our benchmark from the start".

The happy-liquid team

happy liquid not only makes you happy as a customer, but also your own team. Because we know that: The working environment has to be right. That's why we offer fair wages, long-term employment and, of course, a product with identification potential that we are proud of. So it's no wonder that the happy-liquid team is literally on fire for its liquids.

We are here for you

Do you have any questions about our products or would you like more information? No problem! Our customer service team will be happy to help and advise you and you can find interesting topics and information about liquids and smoking e-cigarettes in our (german) blog. Are you a retailer? Then you will find information for retailers here and our news section provides you with the latest news from the industry.