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Lost Mary

Lost Mary is a disposable vape brand made by Shenzhen iMiracle Technology Co., Ltd., part of the Heaven Gifts group, which the FDA describes as the same firm that makes Elf Bar; no Lost Mary product holds an FDA marketing order as of October 2026.341

Checked October 26, 2026

Lost Mary Devices

Lost Mary's official product list runs from the MO20000 Pro, MO10000 and MT15000 Turbo to the MT35000 Turbo, BM6000, Tappo 2, Viz, Xper and Ultrasonic 35K.5 The four pages below cover three models from that list and the older OS5000, which the list no longer includes.

Lost Mary Flavors by Family

Lost Mary flavors on the three models with official flavor lists are grouped below into the site's flavor families, from mint and ice to fruit and candy.

Who Makes Lost Mary?

Lost Mary is made by Shenzhen iMiracle Technology Co., Ltd., which the Associated Press identified as the maker of Elf Bar and the seller of Lost Mary and Funky Republic in the US and abroad.3 The FDA said on July 25, 2024 that Lost Mary "is manufactured by the same firm as Elf Bar."4

iMiracle belongs to Heaven Gifts, a group its spokesperson told Reuters was founded in 2007, and a December 2024 congressional inquiry listed Shenzhen Heaven Gifts Technology Co., Ltd. as the company behind Elf Bar, EB Design and Lost Mary.67 A Hong Kong unit, iMiracle (HK) Limited, still owned the US Lost Mary trademark in February 2025, according to trademark records Reuters cited.8

Lost Mary's own site names no importer. It lists a US customer service line and a store locator, and flags the MT15000 Turbo as a top seller beside newer lines such as the Tappo 2, Viz and BM6000.9

Lost Mary Sales and Wonder Ladies

Lost Mary sales in the US rose from under 100,000 dollars a week in September 2022 to more than 3 million dollars in the first week of October 2023, Reuters reported, citing Circana data.6 The same report said the FDA's May 2023 import action against Elf Bar did not cover Lost Mary or Funky Republic.

In February 2025 Reuters said Lost Mary was the seventh most popular disposable in the US in 2024, citing Circana data from an industry source that Circana declined to confirm, and that the brand remained widely available.8 Reuters also found that after the 2023 Elf Bar action, Heaven Gifts moved Lost Mary's US operations to Wonder Ladies Limited, a British Virgin Islands company whose name and address were printed on a device Reuters bought in December 2024. Heaven Gifts' spokesperson told Reuters the company was not sidestepping FDA rules.8

Lost Mary and the FDA

Lost Mary has no FDA marketing order: the FDA's list of 48 authorized e-cigarettes, current as of August 28, 2026, includes no Lost Mary product.1

The FDA has warned stores selling Lost Mary at least four times. It sent letters to five online retailers on February 28, 2024; to 80 retailers in 15 states over Elf Bar and Lost Mary on July 25, 2024; to five online retailers over Geek Bar, Lost Mary and Bang on July 31, 2024; and to eight online retailers and one manufacturer on December 19, 2024.1041112 None of the letters found for this page was addressed to iMiracle or Heaven Gifts.

The FDA said in July 2024 that it had picked out Lost Mary as popular or youth-appealing from retail sales data and early survey data.4

Lost Mary Seizures and Import Alerts

Lost Mary was among the brands in a seizure of about 1.4 million unauthorized e-cigarettes worth $18 million at the Los Angeles airport, which the FDA and US Customs and Border Protection announced on December 14, 2023.13

On the FDA's Import Alert 98-06 Red List, which named firms one by one, no Lost Mary entry appears in the copies dated May 2024 and December 2024 checked for this page.1415 Today Import Alert 98-07 covers every e-cigarette without a marketing order, with no firm list, and lets the FDA detain shipments at the border; it was last revised on September 4, 2026.2 Later FDA seizure announcements, in October 2024, May 2025 and September 2025, do not name Lost Mary.

Lost Mary Lawsuits and Trade Cases

Lost Mary lawsuits began with an October 2023 suit by NJOY, owned by Altria, against 34 companies tied to brands including Lost Mary, Elf Bar and Breeze.16 In January 2024 the court dismissed all but the iMiracle and Elf Bar defendants as improperly joined, and NJOY's refiled case against iMiracle ended in an October 2025 settlement with an injunction limited to California.16

At the US International Trade Commission, Heaven Gifts International, iMiracle (Shenzhen) and Wonder Ladies were among the companies found in default in a Reynolds patent case, 337-TA-1410, which ended with a finding of no violation on March 10, 2026; Reynolds appealed on March 13, 2026.1718 In June 2026 the Commission added Wonder Ladies, Nevera (HK), Sailing South, Palma Terra and Marea Morada as respondents in a second Reynolds case, 337-TA-1486, alongside iMiracle and Heaven Gifts entities.1920

Lost Mary's site says products with characterizing flavors are not sold or shipped to California, which has banned flavored vapes since December 2022.9

How to Spot a Fake Lost Mary

To spot a fake Lost Mary, find the authentication label on the side of the box, scratch off its coating and enter the 18-digit security code, or scan the QR code, on Lost Mary's verification page.21

Lost Mary says it monitors retail channels and will prosecute violators, and asks people to send suspicious products or activity to support@lostmary.com; its support page also has a Report Counterfeit form.2122

Lost Mary FAQ

These Lost Mary FAQ answers use the sources listed at the end of the page.

Is Lost Mary FDA approved?

Lost Mary is not FDA authorized, which is the term the FDA uses for vapes: none of the 48 products on its authorized list, current as of August 28, 2026, is a Lost Mary.1

Is Lost Mary made by Elf Bar?

Lost Mary is made by the same firm as Elf Bar, the FDA says, and the AP identified that firm as Shenzhen iMiracle Technology, part of Heaven Gifts.43

Is Lost Mary banned in the US?

Lost Mary is not banned by name, but with no FDA marketing order its vapes can't be legally sold under federal rules, and shipments can be detained at the border under Import Alert 98-07.2

Who owns Lost Mary?

Lost Mary is owned by the Heaven Gifts group through its iMiracle companies; a Hong Kong unit, iMiracle (HK) Limited, held the US trademark in February 2025, per records Reuters cited.8

Has Lost Mary been seized by customs?

Lost Mary has been seized by customs: it was among the brands in a 1.4 million-unit FDA and CBP seizure at the Los Angeles airport announced on December 14, 2023.13

How do I know if my Lost Mary is real?

Your Lost Mary is likely real if the 18-digit code under the scratch-off coating on its box checks out on lostmary.com, Lost Mary's verification page says.21

Sources

  1. E-Cigarettes, Vapes and Other ENDS Authorized by the FDA (content current as of 08/28/2026, 48 products). fda.gov/tobacco-products/market-and-distribute-tobacco-product/e-cigarettes-vapes-and-o...
  2. Import Alert 98-07: DWPE of ENDS Lacking Premarket Authorization (published 09/18/2026, revision 9/04/2026), FDA. accessdata.fda.gov/cms_ia/importalert_1164.html
  3. Despite vape import ban, Elf Bar finds convenient workaround, a name change (AP, Oct. 2023, copy on K-LOVE), Associated Press via K-LOVE. klove.com/faith/news/us-and-world/despite-vape-import-ban-elf-bar-finds-convenient-work...
  4. FDA Issues Warning Letters to 80 Retailers for Selling Unauthorized Elf Bar and Lost Mary E-Cigarettes (July 25, 2024). fda.gov/tobacco-products/ctp-newsroom/fda-issues-warning-letters-80-retailers-selling-u...
  5. LOST MARY product list. lostmary.com/product-list.html
  6. China e-cigarette titan behind 'Elf Bar' floods the U.S. with illegal vapes (Reuters, Dec. 6, 2023, copy on MarketScreener), Reuters via MarketScreener. marketscreener.com/quote/stock/BRITISH-AMERICAN-TOBACCO--4001163/news/China-e-cigarette...
  7. US Congressman Launched Inquiry into Illegal Vapes Imports, Sent Letters to 5 Chinese Manufacturers and 6 US Distributors and Wholesalers (Dec. 11, 2024), 2Firsts. 2firsts.com/news/us-congressman-launches-investigation-into-illegal-vapes-issues-inquir...
  8. Smokescreen: some vape firms pivot after FDA crackdown (Reuters, Feb. 25, 2025, copy on Yahoo Finance), Reuters via Yahoo Finance. finance.yahoo.com/news/smokescreen-vape-firms-pivot-fda-090635455.html
  9. LOST MARY official site, home page (2026). lostmary.com/
  10. FDA Warns Five More Online Retailers ... Elf Bar/EB Design/EB Create, Funky Republic, Lost Mary (Feb. 28, 2024). fda.gov/tobacco-products/ctp-newsroom/fda-warns-five-more-online-retailers-selling-unau...
  11. FDA Warns Online Retailers Selling Unauthorized Youth Appealing E-Cigarettes: Geek Bar, Lost Mary, and Bang (Aug. 1, 2024). fda.gov/tobacco-products/ctp-newsroom/fda-warns-online-retailers-selling-unauthorized-y...
  12. FDA Warns Nine Online Firms for Illegally Selling Flavored, Disposable E-Cigarettes (Dec. 19, 2024). fda.gov/tobacco-products/ctp-newsroom/fda-warns-nine-online-firms-illegally-selling-fla...
  13. Joint Federal Operation Results in Seizure of More Than $18 Million in Illegal E-Cigarettes (Dec. 14, 2023), FDA. fda.gov/news-events/press-announcements/joint-federal-operation-results-seizure-more-18...
  14. Import Alert 98-06 with Red List (Wayback copy of FDA page, published 05/23/2024), FDA via Internet Archive. web.archive.org/web/20240810233145/https://www.accessdata.fda.gov/cms_ia/importalert_11...
  15. Import Alert 98-06 with Red List (Wayback copy of FDA page, published 12/11/2024), FDA via Internet Archive. web.archive.org/web/20241212172410/https://www.accessdata.fda.gov/cms_ia/importalert_11...
  16. Elf Bar Agrees Not to Sell Flavored Vapes in California (Oct. 15, 2025), Vaping360. vaping360.com/vape-news/elf-bar-agrees-not-to-sell-flavored-vapes-in-california/
  17. Certain Disposable Vaporizer Devices; Notice of Final Commission Determination of No Violation (Inv. 337-TA-1410), Federal Register, Mar. 13, 2026, U.S. International Trade Commission. federalregister.gov/documents/2026/03/13/2026-04908/certain-disposable-vaporizer-device...
  18. Reynolds Appeals ITC Vape Patent Loss to Federal Circuit (Mar. 13, 2026), Nicotine Insider. nicotineinsider.com/2026/03/13/reynolds-appeals-itc-vape-patent-loss-to-federal-circuit/
  19. Inv. 337-TA-1486; Notice of Commission Determination Not To Review an ID Adding Proposed Respondents, Federal Register, June 30, 2026, U.S. International Trade Commission. federalregister.gov/documents/2026/06/30/2026-13181/certain-disposable-and-other-closed...
  20. Certain Disposable and Other Closed-System ENDS Devices; Notice of Institution (Inv. 337-TA-1486), Federal Register, Mar. 3, 2026, U.S. International Trade Commission. federalregister.gov/documents/2026/03/03/2026-04152/certain-disposable-and-other-closed...
  21. LOST MARY Authenticity Verification Service. lostmary.com/verify.html
  22. LOST MARY Support and FAQ. lostmary.com/support.html