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Hello, we're Totally Wicked...

About Us

Since 2008, we’ve been transforming the lives of thousands of smokers and vapers with our amazing combination of Totally Wicked e-liquids, devices and of course our expert Totally Wicked team which is now 360 people strong and growing!

Whether you are a smoker just beginning your cigarette free journey, or indeed an experienced vaper, we’re a business that cares for you like no other. From the products that we so carefully research, develop, manufacture and package in the UK, through to the advice, expertise and empathy that our highly trained HQ customer service team, in house experts and nationwide retail teams provide, we’re ensuring that every part of your experience is truly TOTALLY WICKED!

Senior Leadership Team

Fraser Cropper Chairman

Fraser Cropper

Marcus Saxton CEO

Marcus Saxton

Ben Williamson Financial Director

Ben Williamson
Finance Director

Stuart Mercer Operations Director

Stuart Mercer
Operations Director

Julian Urry Retail Director

Julian Urry
Retail Director

Liam Humberstone Technical Director

Liam Humberstone
Technical Director

Our Experts

Liam Humberstone Technical Director at Totally Wicked

Liam Humberstone (Technical Director)

Liam takes overall responsibility for all technical areas of Totally Wicked's activities, particularly product development. He has been working in the field of e-cigarettes, e-liquids and vaping devices since 2011, and came to the industry with experience from a full and varied career in engineering and scientific research and development. He has a commitment to the vaping industry beyond that of his employment, as he believes the empowerment offered to vapers should be responsible for the biggest public health revolution of the 21st century. He has worked consistently through his time with Totally Wicked to ensure that the professionalism demonstrated by a leading industry player continuously improves.

Along with major contribution to the design and manufacture of many popular vaping products, Liam has fully immersed himself in the e-cigarette industry environment, engaging with public bodies from the European Commission and UK Department of Health and Social Care, to Local Authority Trading Standards offices and Stop Smoking Services. He has contributed widely to work in product standards with BSI, CEN and ISO, and has acted in an advisory capacity, as well as providing technical content, for several published national and international standards.

Dr Pete Gibbons MRSC (Technical Manager)

Pete joined Totally Wicked in 2015 as Senior Research Chemist, building a team of qualified scientists to work within Totally Wicked’s analytical laboratory. He was promoted to Technical Manager 2016, with responsibility for quality operations in Totally Wicked’s e-liquid manufacturing facility, regulatory compliance, and new product development.

Pete obtained a PhD in synthetic organic chemistry in 2005 from the University of Liverpool. He then embarked on a 10-year academic career in the field of drug discovery, specialising in drug-design for the treatment of diseases of the developing world such as malaria, TB and human filariasis. Working in collaborative group partnership between the University of Liverpool and the Liverpool School of Tropical Medicine, Pete worked in several areas of medicinal chemistry, pharmacology, and parasitology.

As a peer-reviewed published scientist, Pete’s achievements included the design of pre-clinical drug candidates capable of targeting novel enzymes within the malaria parasite Plasmodium falciparum.

Dr Pete Gibbons MRSC Technical Manager at Totally Wicked

Raees Ahmed Regulatory Compliance Officer at Totally Wicked

Raees Ahmed MChem (Regulatory Compliance Officer)

Raees initially helped the business fully comply with the TRPR which was a huge task due to the vast range of products available. In 2017, he was promoted as our Regulatory Compliance Officer given further responsibility to handle both company compliance and product compliance. This includes e-cigarette product safety certification, battery waste and waste electrical compliance, waste packaging compliance and continuous monitoring of all new products ensuring they comply with UK and European regulations as required.

Raees is a qualified chemist with a Master’s degree in Chemistry and kick-started his career with Totally Wicked as a Compliance Associate back in 2016 which was an important year for the e-cigarette industry due to the implementation of the Tobacco and Related Products Regulations (TRPR). He is also a trained analytical chemist able to bring his experience from his academic career to conduct quality control testing of our manufactured e-liquid products in Totally Wicked`s purpose-built laboratory.

James Hull (Product Development Chemist)

Following his graduation in 2016 with a degree in Chemistry, James was recruited by Totally Wicked as a new Product Development Chemist. The responsibilities of this role included new e-liquid product formulation, with his first contribution being the development of the final six flavours to complete Totally Wicked’s Diavlo e-liquid range. Keen to fully utilise his graduate chemist skills, James showed a keen interest in quality control (QC) of manufactured e-liquid and further developed his analytical skills under the supervision of the senior chemist. Other initial responsibilities included e-liquid submissions for the newly implemented Tobacco and Related Products Regulations (TRPR).

In 2017 James was promoted to QC chemist due to his excellent product knowledge, analytical problem-solving skills, and the general high standard of his work in an e-liquid production facility. With this added responsibility, came extra work-load, and James’ skills as a formulation chemist were still in demand for the development of new e-liquid products for Totally Wicked customers.

Fast forrward to 2019 and James was given the additional responsibility of supervising a junior QC chemist and providing training in various analytical techniques. 

James Hull

Our History

Back in 2008, many years before the term vaping had become commonplace, Jason Cropper a long-term smoker became aware of a new product concept called ‘the electronic cigarette’.  Jason began his very personal journey of creating a business, and enlightening as many people as possible to the potential associated with such a transformative product.

To deliver on Jason’s ambitions, he realised that he needed to create not only a leading product, but a brand, a persona, and a personality that would represent everything that this business would stand for.  With a subtle irony, Totally Wicked was born, and ‘Mr Wicked’ was the persona or character that would bring the personality of this amazing brand to life.  At the same time, Jason created a mission statement that embodied a simple set of promises that would define the actions and responsibilities of the business from then up to present day, which you will find in every office and store carrying the Totally Wicked name.

In 2011 Fraser Cropper, Jason’s brother joined him to continue the Totally Wicked crusade, and from these early years Totally Wicked has continued to lead the industry that followed, and has specifically ‘empowered smokers to transform their lives’ with the world premier vaping products carrying this iconic name. 

Reflecting our continued passion, support and expertise for the independent vaping industry as a whole, in 2016 we were the founding member of the Independent British Vaping Trade Association (IBVTA) which was established to support the independent vape industry in the long run, representing all responsible and ethical independent vaping businesses in the UK, irrespective of the size of their companies and operations.

Our Partners

Continuing to deliver on our original ambition to ensure that vapers can gain access to our Totally Wicked products wherever and whenever they need them, we’ve partnered with a number of great businesses to ensure you’re never more than a stone’s throw from our products. Check out our store finder to see your local stockists, which include Sainsbury’s, Euro Garages and ASDA or find out more about all of the partners that we work with.

Vaping Partners

Why Buy From Totally Wicked

Vapers have trusted Totally Wicked for over 10 years due to our sector leading product range, quality of e-liquids and our ambition to listen to our customers in order to provide the best possible support available in the industry. We want to earn your loyalty and keep it.

Man with Totally Wicked Logo

Vaping Experts

We are a company of vapers with over 10 years' experience in the industry. We are dedicated to changing the lives of smokers. Talking to a member of the Totally Wicked team means you are speaking to someone fully trained to offer guidance and support, who will always work to find the best vaping products for you. You drive our improvement with your feedback, in order to keep you vaping the right way. Trust the experts.


Customer Services Team

Honest and Simple Advice

It's good to talk and we listen. Offering honest, easy to understand advice to guide you on your vaping journey. At Totally Wicked we pride ourselves in doing the very best for our customers regardless of what that means to us. That’s why we have invested time and money into providing multiple smoking cessation tools to enable smokers to give up cigarettes with the aid of our vaping products. 


Staff member chatting with customer

Unrivalled Support for New Vapers

90% of Totally Wicked customers who switch to vaping, quit smoking for good. Making the switch can be tough, we try and make the journey a little easier. With our specifically engineered range of starter e-cig kits and trained team members supported by our best in class simple guide to switching, we are with you every step of the way. That’s why 90% of our customers have given up cigarettes for good using Totally Wicked products.


A range of vape kits

Only the Best Vaping Products

Customers have trusted us since 2008 because we carefully select e-cigarettes and vape kits so that every type of vaper is catered for. Only after a rigorous testing programme will an ecig meet our strict premium standards. We are then happy to put our name on it. We provide unrivalled product services through our commitments on quality assurance, online support, ultimate engineering standards and performance, plus free replacement glass services and more. We have a product to meet the needs of every vaper, and every one of those products is totally approved.

Vape kits from Totally Wicked

E-liquid Testing Lab

E-liquid Testing

We only sell the highest quality premium e-liquid which is fully tested to offer reassurance for you. Every batch of our e-liquid is fully tested and we go beyond the standards mandated by regulation. Extensive laboratory-based testing of e-liquid is absolutely essential for an outstanding and safe vaping experience. 

Read more information on our e-liquid testing.

Totally Wicked High Street Vape Store

Bricks and Mortar Stores

Around the country we have 140 dedicated vape stores that stock a full complement of our e-cigarettes and e-liquid ranges, staffed by very friendly and highly trained teams who are always there to help you. Across all of our stores, we aim to deliver an environment that puts our customer first. Giving up cigarettes is not easy, we know. That’s why we have boots on the ground near you to aid you in either giving up cigarettes or by assisting you to move onto a higher-powered device, drop e-liquid strength or provide accessories. We’re your one stop vaping shop.


Find your local Totally Wicked Vape Shop

5 Stars on Trust Pilot

Don't just take our word for it, we are rated Excellent on Trust Pilot with over 25,000 reviews.

5 Stars on Trust Pilot

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