[1][3] R.J. Reynolds promoted Vuse with print, direct mail, and TV advertising, the latter of which is highly unusual for tobacco products in the United States.

[3] Produced and marketed by its new R.J. Reynolds Vapor Company (RJRVC) subsidiary,[1] Vuse was launched in Colorado,[3][4] but it quickly become available across the rest of the United States.

By this time, Vype had become the market leading brand of e-cigarettes in Europe (France, Germany, Italy, Poland and UK).

[2] From April 2021, Vype products were rebranded and consolidated globaly into the Vuse brand which BAT inherited from the acquisition of Reynolds American.

[2] In 2015, Jerod Harris filed a lawsuit against Vuse for "[failure] to inform customers of the potential health risks incurred by using the products; specifically, inhalation of the carcinogens formaldehyde and acetaldehyde," a violation of California state law.

[28] In 2019, the US Food and Drug Administration started a review process to determine whether R.J. Reynolds Vapor Company's Vuse e-cigarette can claim that it is less risky than tobacco products.

[29] However, in 2021 researchers at Johns Hopkins University analyzed the vape aerosols of popular brands such as Juul and Vuse, and found "nearly 2,000 chemicals, the vast majority of which are unidentified.

[33] In September 2021, BAT reported that Vuse was the most popular e-cigarette brand in Canada, France, Germany and the UK, and that its vapor business reached 7.5 million consumers.