Menthol is a synthetic or naturally occuring substance that has cooling properties, with wide use in medicine and food alike it’s icy taste can be found in chewing gum and candy.
It is this cooling element that has made it so popular in eliquids, to the point where menthol flavour eliquids feature in both high PG and high VG blends and are often one of the first flavour types that new vapers try. While strong on its own it can be paired with a seemingly endless array of fruits, candy and tobacco notes serving to add a cool and sometimes sweet note; it also softens stronger flavours such as citrus fruits and fizzy soda. It’s mild sweetness makes it kind to vape coils, meaning that whether you use a higher PG or VG blend it will not cause your coils to burn out faster than usual.
While you can see menthol as a flavour in its own right; spearmint, peppermint, mint and other eliquid flavours often have a mentholating effect which adds an icy note to their sweet and floral base notes. High wattage vaping has tendency to bring out the icy notes of menthol, whereas lower wattages emphasise it’s smooth texture.