Mad Hatter E-liquid Review

Mad Hatter E-liquid Review Intro:

Today we will present to you our Mad Hatter E-liquid review, but first let’s take a look at this newly formed and very promising e-liquid company.

Around one year ago, in July 2015, a new e-liquid company emerged on the vaping scene with only one product: their ‘I Love Donuts’ vapour e-liquid. It was quite brave of them to throw themselves on a very competitive market with just one flavour: but this flavour was so exciting that started a rave. Over the next few weeks, people started discussing about this amazing e-liquid in vaping forums, how palatable it was, but also how it created a great vapour.

The company behind this e-liquid is Mad Hatter, based in California and over the course of a few months, they released another seven flavours. Such was the success of the brand, that in short time Mad Hatter has also released a range of logo T-shirts and hats.

What was so exciting about this flavour that made people rave about it? Surely, it was the taste, but how come an emerging an unknown, at the time, company could succeed in having such loyal fans? The answer, except the great, quality product itself, is in their absolutely clever marketing. How can you distinguish a sole product in the shelves of a vaping store, if there is absolutely nothing interesting in its presentation?

Nad Hatter liquids

Mad Hatter Juice flavors

The ‘I Love Donuts’ e-liquid comes in a small lilac-pink paper box with bakery paper and kind of reminisces of packaging of cult or vintage cosmetics. The e-liquid itself is of a light pinkish shade. The graphics are so cool, that you want to buy the product just because of the nice presentation.

Mad Hatter’s creativity did not stop there. After a while, it started releasing a few more flavours: I Love Cookies juice, I Love Taffy juice, I Love Popcorn juice, I Love Donuts Too, 120 Cream Pop, One Mad Hit juice box and the I Love Them All sampler box. Each of these flavours is offered in a box that is completely spot on, regarding the flavour: the ‘I Love Cookies juice’ is presented in a box that resembles a traditional oven. The ‘I Love Popcorn’ is offered in a popcorn box. The ‘120 Cream Pop’ is offered in a box whose shape is that of a lollipop ice cream. The ‘One Mad Hit’ in a box that reminds that of a cardboard juice box.


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An Exciting Experience

But only good marketing is not enough. You must have a good product as well. When a company has such a limited selection of e-liquids, it is naturally implied that the company has put all its efforts, creativity and used all of its resources to create the best available product. If the company offered e.g. 100 e-liquid flavours, it would be easier to say that flavour is subjective and therefore some people might not like some flavours. When you start with one single flavour though and then just a few more are released, it is natural that customers will expect something grand and unique, in terms of creativity, quality and flavour.

While Mad Hatter focuses on dessert or ‘sweet’ flavors, if you want to stick to the traditional taste of true Tobacco we strongly suggest you take a look at our reviews on the Halo High VG or the premium Black Note series of e-liquids. If, however, dessert flavors are your thing, then you should take a look at our Five Pawns and Cuttwood e-liquid reviews as well.

The Mad Hatter E-liquid Specifications

Each e-liquid comes in either a 30ml or 120ml bottle with a childproof cap – except for the ‘120 Cream Pop’ flavour which comes only in a 120 ml bottle and the ‘One Mad Hit’ juice box that comes in a 180ml bottle. The nicotine levels available depend on the flavour but, in general, they range from 0%, 0,3%, 0,6% to 1,2% and are described as ‘glazed’, ‘powder’, ‘sprinkled’ and ‘jelly’ respectively. These descriptions are there to give a sense of the nicotine level available.

The VG/PG ratio is 60/40 respectively and guarantees the best clouds you can get, depending of course on the configuration you will use. Their e-liquids are made in Los Angeles, California, in a GMP and ISO 7 certified lab.

The Mad Hatter E-liquid Flavors

Each Mad Hatter flavour has been released with the utmost care and the goal to create a unique flavour. These flavours are gourmet and consist of more than one flavour ingredients. If I was to put them in categories, I would say that up to now they are sweet and savoury. They have also been prepared to become all-day vapour liquids rather than specific flavours for special occasions.


VG/PG ratio: 60/40

Available bottle sizes: 30ml, 120ml

Nicotine levels: 0mg, 3mg, 6mg, 12mg

Price: $20 for 30ml, $40 (was $49.99) for 120ml.

 An immaculate blend that combines pastry with fruit flavour. It tastes like a golden cake with glazing or freshly baked doughnut with blueberry flavour. Although it creates big clouds having the maximum VG possible, it does not make any compromise on flavour. Yet, it is smooth and light and can certainly make for an all-day vape. Neither the baked flavour nor the blueberries are overpowering. The flavour is not overly sweet as well. Especially for the blueberries, they are subtle and just enough to give a twist to an otherwise more simple flavour.


VG/PG ratio: 60/40

Available bottle sizes: 30ml, 120ml

Nicotine levels: 0mg, 3mg, 6mg, 12mg

Price: $20 for 30ml, $40 (was $49.99) for 120ml

The ‘I Love Cookies’ e-juice is an immaculately prepared multidimensional cookie flavour. Contrary to single note’ traditional cookie flavours, this is still traditional and tastes like a homemade cookie, albeit one with different layers: One is that of the homemade cookies. Cookies with a creamy, milky strawberry flavour, as if they were dipped in ice cold milk with strawberry flavour. On top, a tiny bit of caramel brings the perfect balance.


VG/PG ratio: 70/30

Available bottle sizes: 60ml, 120ml

Nicotine levels: 0mg, 3mg, 6mg, 9mg

Price: $22 for 60ml (was $30), $40 (was $49.99) for 120ml

Just when we might think that all the flavours in the Mad Hatter range are overly sweet and candy-like, there comes a fruit flavour. This one is still candy-like, as it reminisces of peach taffies. For the ones who haven’t heard of this name again, peach taffy is a kind of soft, chewy candy. This one is not overly sweet, the taffy gives a certain hint of creaminess, while the peaches reminisce of ripe, juicy peaches.


VG/PG ratio: 70/30

Available bottle sizes: 60ml

Nicotine levels: 0mg, 3mg, 6mg

Price: $22 for 60ml (was $30) and $40 (was $60) for 120ml

This is gourmet popcorn at its best. Just like the fresh farm kernels that have just been cooked to produce buttery, melty, sweet, savoury and salty popcorn. A flavour really close to the real thing that will be adored by lovers of buttery flavours.

‘I LOVE DONUTS TOO’ E-LIQUIDI-Love-Donuts-Too - Made Hatter

VG/PG ratio: 70/30

Available bottle sizes: 60ml

Nicotine levels: 0mg, 3mg, 6mg

Price: $22 for 60ml, $40 (was $44) for 120ml

What better than producing a new flavour having a favourite one as a base? This one is an enriched version of the ‘I Love Doughnuts’ recipe. The blueberry flavour has been enriched and so has the taste of the fresh doughnuts, yet, this e-liquid still manages to maintain a flavour that is suitable for an all-day vape.


VG/PG ratio: 70/30

Available bottle sizes: 180ml

Nicotine levels: 0mg, 3mg, 6mg

Price: $59.99 for 180ml

The flavour of fresh, red ripe apples as they would taste if squeezed in a juice. This one comes only in a 180ml bottle, but two 15ml unicorn bottles are also included. On the fan side, Mad Hatter has also included a custom vinyl fancy sticker as well as surprises including sweepstakes.


VG/PG ratio: 70/30

Available bottle sizes: 120ml

Nicotine levels: 0mg, 3mg, 6mg

Price: $49.99 for 120ml

A flavour that can take you back to your childhood years: a rich and creamy vanilla bean ice cream flavour with a bright, refreshing twist in flavour due to the addition of orange sherbet. The sherbet takes the ice cream to another level with the cooling sensation it offers, it is therefore great for hotter days, but I could also easily classify it as an all-day, all-year vape.


Includes: (1) 30ml ‘I Love Doughnuts’ e-juice, (1) 60ml ‘I Love Taffy’ e-juice, (1) 30ml ‘I Love Cookies’ e-juice and (1) 60ml ‘I Love Taffy’ e-liquid.

Price: $70 for 180ml (price was $100)

If you have already tasted the delicious Mad hatter juices and would like to save some money, then you can order this sampler with their most representative flavours. You would normally pay $100 for these sizes, but you get them for $70.


Prices vary depending on the flavour. Their most-on-demand flavours, the ‘I Love Doughnuts’ and the ‘I Love Cookies’ e-liquids are priced more than the average prices on the market, but then you pay more to get a gourmet e-liquid that produces rich flavour and vapor. The flavours which are available on bigger sizes though (60ml, 120ml and 180ml) are quite affordable. Although these do not come in a 30ml bottle size, if you like these flavours, it is better to stock on bigger sizes and save some money long term.

Mad Hatter places discounts on their website as well, so you can be checking those out, once in a while.

Final Verdict

After reviewing Mad Hatter e-liquid, we were sold on the creativity of these guys. Underneath the fantastic marketing though, there is a palatable product of high quality. These flavours are quite specific, meaning that for the time being there are no tobacco or mainstream flavours available. This is what Mad Hatter is all about though. Flavours that exceed imagination, designed to be unique. Some other alternatives to Mad Hatter e-juice would be Five Pawns e-liquid or the unique Cuttwood flavors.


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