As of September 2026, only 11 companies have received FDA PMTA marketing authorization for 95 products. Here's who they are and what they control:
| Company | Authorized Products | Flagship Brand | Market Position | 2026 Trajectory |
|---|---|---|---|---|
| Reynolds American (BAT) | 16 products | Vuse Pro | Market leader in authorized segment | Rising — flavored Vuse Pro under FDA review BIGGEST WINNER |
| Juul Labs | 8 products | JUUL2 | Recovering from 2022 near-death | Stabilizing — JUUL2 authorized Aug 2026 |
| Altria | 4 products | NJOY | Struggling after $2.75B acquisition | Weak — NJOY market share minimal |
| Glas vapor | 2 products | Glas BSX | First fruit-flavored PMTA | Niche — mango/blueberry authorized May 2026 |
| Others (7 companies) | 65 products | Various | Mostly tobacco/menthol e-liquids | Static — limited growth potential |
For the full product-by-product breakdown including PMTA status badges, see our 48-product PMTA directory. For brand-level market share data, see the US vape market report.
