The disposable vape category has exploded since 2023, with Elf Bar and Lost Mary emerging as the two most-searched brands. According to Q1 2026 retail data, Elf Bar commands 21.8% of the US disposable market, Geek Bar holds 17.5%, and Lost Mary captures 14.2%. Together, these three brands account for over half of all disposable vape sales.

Elf Bar built its lead on sheer flavor variety and aggressive pricing. The BC5000 alone offers 50+ flavor options — from Watermelon Ice to Blue Razz Lemonade — and retails for as little as $14. Lost Mary took a different path, focusing on higher puff counts and premium features like dual-power Turbo mode, which lets users switch between standard and high-wattage vapor production.

Both brands face the same regulatory reality: neither has received FDA Premarket Tobacco Product Application (PMTA) marketing authorization. As of September 2026, only 48 vape products from 5 brands (Vuse, NJOY, Logic, JUUL, and Glas) have cleared PMTA. Elf Bar and Lost Mary are sold under FDA enforcement discretion, which was softened in May 2026. For more on how this two-tier market works, see our Vuse Pro unauthorized fruit vapes analysis.