The V2 brand started in 2010 by American company VMR Products, and it became one of the largest independent domestic e-cigarette vendors for a number of years.

[3] VMR Products was founded in 2009 by Jan Andries Verleur and Dan Recio in Miami, United States.

[8] It was later rolled out in America with various colors like "Rose Gold," and flavors meant to appeal to women such as "Bombshell" and "Strawberry Champagne".

[17] The Food and Drug Administration (FDA) enforcement of regulation of the American vaping industry in 2016 signalled trouble for V2 Cigs.

[18] In October 2018 Juul Labs, Inc. purchased VMR Products LLC, the parent company of V2 e-cigarettes in a $75 million deal.

[22] After VMR's demise, V2 Cigs UK said in 2019 that it will now manufacture their own devices, e-liquid and other products including under the Vsavi (pronounced "V-savvy") brand as a recommencement of V2.