Liam Humberstone

How Long have you worked at Totally Wicked?

Almost 11 years

What’s so great about working at Totally Wicked?

We get to help a lot of people enjoy a much safer way of taking nicotine than smoking. We do that in a very successful and driven business, but one that can still enjoy the lighter side of life.

What is your area of expertise?

Product design and development, smoking cessation, science, engineering, vaping and health, standards, regulations, lobbying.

What experience do you have in the industry?

I have designed numerous vape devices for TW since 2011, and formulated Totally Wicked’s first UK-made e-liquid range, Red Label. I led the UK’s only dedicated vape device manufacturing business, Totally Wicked Engineering Limited, from 2014-2016. I have travelled extensively on “vape” business, often to China to help develop new products with manufacturers, but also to visit “expos” in Europe, Russia and China.

I have been involved in lobbying work for the vape sector with UK Government and at EU/EC level since 2015. I have been involved in developing industry standards with BSI since 2014, and with CEN and ISO since 2016. I am an Independent British Vape Trade Association (IBVTA) Board Member, and their Engagement and Stewardship Lead. In that role I have worked closely with government departments and agencies in steering our sector for many years. I have also taken overall responsibility for everything product related within the Totally Wicked group as a whole since 2014.

What your colleagues have to say about you

"Liam has been committed to the ongoing development of vaping products since 2011 in the interest of providing a continuously improving alternative to combustible tobacco. Whilst having strong influence in the design and manufacture of some of the most popular Totally Wicked products to date, Liam has immersed himself in the wider e-cigarette environment engaging with public bodies surrounding vaping and has been directly involved in dialogue with governments, regulators and enforcement agencies. He always strives to encourage vaping as the best alternative to smoking. Being an ex-smoker himself, this is really important to him."

- Raees Ahmed - Product Development Manager

What’s your favourite Totally Wicked product?

Tornado GTL, Red Label Blackcurrant 1.4%