In today’s competitive e-liquid market, two flavour-profile families stand out in both consumer preference and formulation complexity: cooling (often mentholic or “ice”, fresh/chill sensation) and creamy (dessert-style, vanilla/custard/milk texture). As a flavour-house or fragrance-specialist manufacturing food-grade aroma systems for vape applications (you, the flavour manufacturer), understanding the technical subtleties of both families—and how to formulate them for robust performance in vape systems—is a strategic advantage.
From a Google-user-intention angle, likely queries include “how to formulate iced vape flavour”, “how to deliver creamy custard vape flavour”, “menthol vs vanilla e-liquid chemistry”, “device compatibility for cooling flavour”, “stability of creamy flavours in PG/VG matrix”, etc. Hence this article is structured as a technical, authoritative, well-structured guide aimed at flavour formulators, e-liquid producers and R&D teams. It covers:
The sensory and chemical features of cooling vs creamy profiles
The formulation drivers, constraints and trade-offs
The matrix/device/thermal implications unique to e-liquid systems
Practical workflow for developing each profile (and switching between/merging them)
Common pitfalls and mitigation strategies
Final checklist and how your flavour system (e.g., from your company) can support these two profiles
Throughout we will provide references to peer-review and industry literature to underline credibility and transparency.
1. Defining the Two Profiles: What “Cooling” and “Creamy” Really Mean
1.1 Cooling Profile – What Characterises It
The “cooling” category refers to flavour systems that deliver a fresh, chilled, mint-or–ice-type sensory sensation. Key features include:
Activation of cold-sensing receptors (TRPM8) in the oral/throat passage, generating a perception of coolness or chill. For example, the presence of menthol, or synthetic cooling agents such as WS-3 or WS-23.
A cleaner, sharper “snap” sensation on first puff or inhalation, often paired with fruit or tobacco bases labelled as “ice”, “frost”, “chill”. Marketing shows the dominance of “ice” branded flavours: one review found “ice”-labelled e-cigarettes rose to 12.1% market share of all flavoured e-cigarettes in late 2021.
Typically less mouth-feel “weight” (in the sense of creaminess) and more emphasis on clarity, freshness, crisp finish.
From a formulation standpoint, the “cooling” profile relies heavily on coolant agents (menthol derivatives, synthetic odorless coolants) plus base aroma concentrates that present a clear “base flavour” (fruit, mint, tobacco) to which the cooling effect is layered.
1.2 Creamy Profile – What Characterises It
The “creamy” profile refers to flavour systems that deliver a rich, smooth, full-bodied sensation: desserts, custards, vanilla creams, milky textures, often bakery or pastry inspired. Key features:
Aroma molecules associated with dairy, cream, butter, vanilla, custard (for example lactones, vanillins, delta-decalactone, gamma-nonalactone) appear in co-occurrence in e-liquid flavour ingredient networks under the sweet/creamy cluster.
Perceptually, the creamy profile has a slower, richer delivery—“melt-in-mouth”, sustained exhale flavour, and a heavier mouth-feel (even in inhalation format).
It is often used with dessert names (“vanilla custard”, “milk and honey”, “butterscotch cream”) and remains highly popular among vapers who favour indulgent, rich mouth-feel.
From formulation side: special attention to texture (smoothness), flavour layering (top-notes, mid cream-notes, base dairy/vanilla notes), and potential for coil-residue/buildup.
1.3 Why These Two Profiles Dominate
Consumer demand: Many vapers either want refreshing crisp hits (cooling) or indulgent rich flavours (creamy). Both categories support “first puff appeal” and repeat usage.
Marketing clarity: The flavour profiles are easy to communicate (“ice mint”, “frosted blueberry” vs “vanilla custard”, “milk & honey”). That helps product differentiation.
Technical differentiation: From a flavour-house standpoint, these two profiles push different vectors of formulation (coolant receptor activation vs dairy/vanilla texture), enabling you to show technical breadth and specialty.
Thus, for your company manufacturing food-grade aroma systems tailored for e-liquid flavour development (e-g., the flavour house), providing technical guidance on both profiles resonates strongly with your B2B customers (e-liquid producers) and boosts your authority.
2. Technical Foundations: Chemistry, Sensation and Device/MATRIX Interactions
To formulate robust cooling or creamy profiles, we must understand the underlying mechanisms at three levels:
Agents like menthol and synthetic coolants activate TRPM8 (cold receptor) and reduce harshness by masking nicotine or coil heat irritation. One double-blind experiment showed that adding synthetic coolant WS-23 to e-cigarettes increased smoothness and use-willingness vs no coolant.
The “chill” sensation can reduce perceived harshness and improve appeal — but also introduces regulatory and safety scrutiny (e.g., increased inhaled particle counts with menthol addition).
In the context of e-liquid, this means formulators must consider the sensory offset: how cool is too cool, whether the base flavour still comes through, and device/power settings.
Creamy profile:
Creamness is less about receptor activation than about flavour perception and mouth-feel: dairy/vanilla/lactone notes contribute to thickness, richness, lingering flavour.
In aerosol delivery, mouth/throat feel is influenced by PG/VG ratio, flavour concentrate loading, sweetener/dairy materials, coil temperature and build. For creamy profiles, mouth-feel “weight” is part of the appeal.
2.2 Chemical Behaviour & Flavour Compound Considerations
Cooling:
Synthetic cooling agents (WS-3, WS-23) and menthol derivatives are increasingly used in e-liquid flavour systems. Studies show high levels of WS-23/WS-3 in some marketed products.
Because these cooling agents may not carry a strong “flavour” aroma (odorless coolants), they allow clearer delivery of the base flavour. That is technically advantageous: you can apply a “chill” effect without altering the flavour profile so markedly.
But risk: inhalation safety still under investigation; elevated particle counts; regulatory attention.
Flavour chemistry in the e-liquid matrix (PG/VG, nicotine salt vs free-base, acids/esters) influences volatility, delivery, aroma carry. A GC–MS study of 320 e-liquids found vanillin, ethyl butyrate and cis-3-hexenol among the most prevalent flavouring compounds.
For cooling profiles, thermal stability is crucial — flavour compounds and coolants must survive coil heat without degrading into off-notes.
Creamy:
Creamy/vanilla/dairy flavour compounds often include vanillin, ethyl vanillin, lactones (gamma-nonalactone, delta-decalactone), maltol, caramelised notes etc. Ingredient co-occurrence networks show sweet-creamy flavours cluster distinctly.
Their behaviour in e-liquid matrix: they must dissolve/mix well in PG/VG, maintain integrity under heating, and carry the “body” of flavour rather than just a transient top-note.
For creamy blends, the mouth-feel texture becomes part of the user experience—thus formulation must account for aerosol thickness, coil residue (which can degrade flavour), steeping, ageing.
Moreover, because creamy blends are richer, they carry risk of flavour fatigue, coil gunk or muted top-notes over time if not properly balanced.
2.3 Device, Aerosol & Matrix Interactions – Why Formulation Must Be Device-Aware
E-liquids are vapourised in different device types: pod systems, sub-ohm tanks, disposable devices with varying coil resistances and power ranges. The same formula may taste different on MTL vs DTL, low vs high wattage.
Cooling flavours: high wattage + open airflow may amplify “cool” sensation (because more aerosol, more airflow, more surface area) — might push the profile into “too cold/sharp”. Must test across device types.
Creamy flavours: high wattage may cause more coil build-up (residue from dairy/vanilla compounds) or overheating of flavour compounds, leading to off-notes or burnt taste. Also PG/VG ratio influences mouth-feel: high VG gives thicker clouds but may dampen delicate cream top-notes.
A recent deep-learning holographic microscopy study found flavouring additives significantly decrease volatility of e-cig aerosol particles.
Flavour formulators must provide device/coil-power guidance along with flavour concentrate specs. Without this, the performance of the profile can suffer in real-life.
Here we compare the formulation drivers for each profile side-by-side, and highlight trade-offs flavour formulators must consider.
3.1 Cooling Profile: Key Drivers
Coolant selection & dosage:Choose menthol, menthone derivatives, or odorless synthetic coolants (WS-3/WS-23). Dosage must be calibrated: too little = absent chill; too much = icy sting, harshness. The literature shows WS-23 produces higher smoothness and less harshness than menthol in some trials.
Base flavour clarity:Because cooling gives an overlay sensation, the base flavour (fruit, tobacco, candy) needs to carry through without being masked by “mint/mint-ice” dominance. Flavour house must supply clean base aroma concentrates.
Supporting sweet/acid balance:Cooling tends to suppress perceived sweetness and mask harshness, but formulators must still ensure balance of sweetness vs acid vs cooling so that the base flavour is maintained and consumer appeal is maximised.
Matrix compatibility:The cooling agents must dissolve well in PG/VG, be thermally stable, carry through coil heat. Also check compatibility with nicotine salts or free-base if used.
Device guidance:Provide recommended wattage/coil for intended effect (e.g., 25-40 W MTL vs 60-80 W sub-ohm), airflow settings, steeping behaviour (some coolants may settle or degrade).
Regulatory and safety awareness:Because cooling agents may increase inhaled particles or be subject to regulatory scrutiny (as per recent studies on menthol), provide documentation of inhalation suitability and safe concentration ranges.
3.2 Creamy Profile: Key Drivers
Textural/layering complexity:Creamy profiles require multi-layer flavour architecture: e.g. top note (vanilla bean), mid-note (milk/cream), base note (butterscotch/caramel/vanilla pod). A flavour-house should supply each layer to the formulator.
Sweetness modulation:Creamy often leans sweet – but over-sweetness can flatten the profile (lack of lift), or cause palate fatigue. Sometimes a subtle acid or top-note lift is beneficial.
Mouth-feel enhancement:Because inhalation lacks the physical texture of food, the sense of “creaminess” must be generated via flavour compounds + aerosol behaviour (VG content, coil temperature, airflow). The flavour-house can recommend supporting ingredients (e.g., lactones) and advise on PG/VG ratio adjustments.
Thermal/coil build-up risk:Ingredients that yield rich cream/dairy notes may lead to more residue on coils/build-up and thus influence flavour longevity and consistency. Formulation must include anti-residue considerations or lower sweetener loads.
Compatibility with device types:Some creamy flavours may work well at moderate wattage but degrade at high-wattage (due to caramelisation/off-notes). Formulator should provide recommendations for wattage, coils, airflow.
Steeping/ageing behaviour:Creamy profiles often evolve over time (settle, mellow). Provide guidance on steeping time and shelf-life effects.
3.3 Trade-Offs and Cross-Profile Challenges
Merging Cooling & Creamy:Some blends attempt to combine both (“Iced Vanilla Custard”, “Frosted Milk & Honey”). Formulation becomes more complex because you must balance the chill effect without suppressing the creamy texture or creating sensory conflict (cold chill vs warm cream).
Sweetness vs Chill vs Cream:A creamy profile plus sweet base may be flattened by strong cooling; conversely, a cooling profile with too rich a cream may lose freshness. Formulator must map hierarchy: base flavour, top note, mouth-feel, overlay effect.
Device mismatch:A cooling profile tuned for high-wattage cloud device might feel harsh on MTL; a creamy profile tuned for low-wattage may taste muted on sub-ohm. Always consider the end-user device scenario.
Stability and off-notes:Cooling agents plus vanilla/dairy compounds have different thermal stability profiles—and may interact (e.g., dairy compounds may mask cool, or cooling may reduce flavour warmness). Aging must be tested.
Regulatory/safety differences:Cooling agents have rising scrutiny (e.g., inhalation effects of menthol, synthetic coolants). Creamy/dairy flavour compounds are food-safe as ingested but inhalation behaviour may differ. The flavour-house must supply safety data or guide usage load. For example, flavour compounds may be GRAS for ingestion but inhalation safety not always established.
4. Formulation Workflow: Step-by-Step for Each Profile
Here we present a structured workflow for your R&D/formulation teams (or your B2B clients) to develop either profile, with checkpoints and key parameters.
4.1 Cooling Profile Workflow
Step 1 – Define target sensory map:
Decide on “intensity of chill” (mild / moderate / strong)
Choose base flavour anchor (fruit, tobacco, mint, candy)
Define mouth-feel target: e.g., crisp / clean inhalation, finish medium; or high chill for cloud devices.
Step 2 – Choose coolant agent(s) & dosage:
Select menthol vs synthetic coolant (WS-3/WS-23) depending on aroma intrusion desired.
Begin with low concentration (e.g., 0.1–0.2 % w/w) and incrementally adjust while testing in device. Literature shows WS-23 produced smoother, cooler and less harsh than menthol in matched tests.
Record the dosage vs sensory descriptors (e.g., 0 = none, 1 = mild chill, 2 = strong chill).
Step 3 – Build base flavour matrix:
Use your flavour-house concentrates designed for clarity.
Ensure sweetness/acid/supporting aroma is present to allow base flavour to shine.
PG/VG ratio: typically moderate PG for flavour carry and crispness (e.g., 60-70 VG) but test device.
Step 4 – Device/coil/power verification:
Test on representative devices (MTL pod at low wattage, sub-ohm open airflow at high wattage).
Monitor how chill intensity changes with wattage/airflow. If too sharp on high wattage, reduce coolant or add smoothing aroma.
Step 5 – Stability & ageing check:
Bottle and age for 1 week, 1 month. Retest chill intensity, base flavour clarity, any off-notes.
Check coil build-up/residue. Ensure the coolant and flavour concentrate remains stable.
Step 6 – Documentation & specification:
Document: coolant % w/w, base flavour concentrate %, PG/VG ratio, target device spec, steeping time, sensory descriptors (e.g., “Initial chill onset at inhale, mid-exhale fruity base, clean finish”).
Provide formulation guidelines to e-liquid producer: “Use coil resistance ≥ 0.4 Ω, wattage 30–45 W, airflow medium for balanced chill. For high-W cloud device, reduce coolant by 20 %.”
4.2 Creamy Profile Workflow
Step 1 – Define target sensory map:
Decide “creaminess level” (light cream vs rich custard vs decadent pastry)
Keep sweetener load minimal (to avoid syrup-like effect or coil gunk). Use sweet-aroma compounds rather than high % sucralose.
Step 3 – Matrix & mouth-feel tuning:
PG/VG ratio: Higher VG (70-80 %) may enhance “thickness” of vapour and help cream profile; but higher VG can reduce flavour carry and humidity of throat. Balance accordingly.
Adjust flavour concentrate loading: typically moderate (e.g., 8-12 % total) depending on strength.
Consider adding small acid lift (e.g., 0.05-0.10%) if the profile is too heavy and lacks freshness.
Step 4 – Device/coil/power verification:
Test on sub-ohm device (e.g., 50-70 W) and mid-wattage device (25-35 W) to see how cream profile behaves.
Check for coil build-up, burnt finish, off-notes. If build-up occurs early, reduce rich compound load or recommend cleaning.
Monitor after-taste: creamy profiles may linger—which might be good or may fatigue.
Step 5 – Stability & ageing check:
Age for 1 week, 1 month: Check whether creaminess degrades, sweetness increases, or top-note lifts fade.
Also check aerosol cleanliness and coil residue accumulation.
Step 6 – Documentation & specification:
Document flavour building blocks (top/mid/base), % loading, PG/VG ratio, target device performance, steeping time, sensory mapping.
Provide e-liquid producer guideline: e.g., “For maximum cream fullness in sub-ohm at 60 W, maintain coil resistance ~0.2Ω, airflow open, steep 3–5 days. To extend coil life on higher-VG device, reduce custard base by 10 %.”
E-Liquid Cooling & Creamy Blending Process
5. Common Pitfalls & How to Avoid Them
5.1 Cooling Profile Pitfalls
Pitfall:Coolant too intense → harsh throat/“ice-burn” feel. Solution: Use incremental dosage; assess at device extreme (high-wattage) and moderate (MTL). Provide device guidance.
Pitfall:Base flavour masked by chill; user reports “I only feel the cold, not the flavour”. Solution: Ensure base flavour strength is adequate; adjust sweet/acid/bridge aromas; balance chill overlay.
Pitfall:Regulatory/safety concerns: high coolant load or unverified inhalation safety of synthetic coolants. Solution: Use documented coolant levels, ensure flavour system includes inhalation-safety data or guidance; monitor market/regulation.
Pitfall:Device mismatch: formula designed for MTL but used in high-wattage DTL resulting in overpowering chill. Solution: Specify device/coil/power range in documentation; provide alternative version.
5.2 Creamy Profile Pitfalls
Pitfall:Too sweet or heavy → “syrupy”, flavour fatigue, flattened profile. Solution: Use sweet-aroma compounds rather than large sweetener loads; ensure acid or top-note lift if needed.
Pitfall:Coil build-up / off-taste due to dairy/vanilla compounds and high VG. Solution: Monitor coil residue during R&D, provide coil maintenance guidance (e.g., cleaning schedule), consider lower rich compound load.
Pitfall:High wattage misuse causing burnt cream taste. Solution: Provide wattage/coil guidance; specify steeping time; test in high-wattage conditions.
Pitfall:Cream profile lacks “freshness” or gets muted in airflow-rich device. Solution: Adjust airflow, PG/VG ratio, include small brightening note (e.g., light vanilla top-note, or subtle fruit accent) to enhance visibility.
6. Merging the Two Profiles: Hybrid Formulation Strategies
In some markets, “iced dessert” or “frosted custard” formats are popular. When merging cooling and creamy profiles, the formulation complexity increases. Here are strategies:
Define primary axis:Decide which dominant sensation you want (cooling first, then cream; or creamy first, then chill).
Chill overlay at controlled intensity:Use modest coolant dosage so that the creamy base remains audible. For example, set coolant at 50-70% of what you used for a pure cooling profile.
Texture balancing:Creamy base may dampen chill; to compensate, select a “sharp but smooth” coolant with minimal aroma intrusion (e.g., WS-23) and a base flavour that remains clear under chill.
Device/power tuning:Provide two versions or wattage guidance: one for moderate wattage (cream forward) and one for high wattage (cool overlay stronger).
Stability check:Age hybrid blends carefully to ensure the interplay remains balanced over time (cream may dominate or chill may fade).
Sensory mapping and consumer testing:Ensure panelists evaluate along both axes (cold-feel vs richness) and you capture “first puff chill”, “mid-puff cream”, “finish cool/clean”.
Example: Suppose you’re designing “Frosted Vanilla Custard”. Start with your vanilla-custard base at defined %; add coolant at 0.12 % (instead of 0.2 % for a pure “ice” flavour). In testing you discover the cream is still too heavy; you might reduce mid-custard base or add a light brightness (e.g., neutral yoghurt note at ~0.05 %) to keep clarity.
7. Your Flavour House Role – Supporting Both Profiles
As a manufacturer of food-grade aroma systems for e-liquid flavour development (your firm), you are uniquely positioned to support e-liquid producers across both cooling and creamy profiles. Here’s how:
Provide flavour-blocksor modules tuned for cooling (e.g., “Ice Fruit Base”, “Mint Chill Modulator”, “Neutral Chill Additive”) and for creaminess (“Vanilla Custard Base”, “Dairy Milk Modulator”, “Butterscotch Cream Modulator”).
Supply device-compatible specification sheets: for each module give recommended % loading, target PG/VG ratio, recommended coil/airflow settings, steeping time, sensory descriptors.
Offer technical support/trainingon how to evaluate the cooling vs creamy interplay, device verification, coil build-up dynamics, stability ageing.
Maintain regulatory/safety dossiers: For cooling agents (especially synthetic coolants) provide inhalation-relevant documentation or guidance (even if simply to note “GRAS for ingestion; inhalation data limited; user must evaluate in final application”).
Develop application guides: For example a guide titled “Formulating an Iced Fruit e-Liquid with Clean Chill + High Fruit Clarity” or “Developing a Premium Custard Cream e-Liquid for Sub-Ohm Cloud Device”.
Provide sampling kits: Let your clients request “Chill Module Sample Pack” and “Cream Module Sample Pack” to trial in their device matrix.
This not only reinforces your brand authority but positions you as a strategic R&D partner rather than just a supplier of concentrates.
8. Final Checklist for Cooling vs Creamy Development
Here is a quick checklist flavour-formulators and flavour-houses can use:
Cooling profile checklist:
Defined target chill intensity and base flavour anchor
Selected coolant agent and initial dosage calibrated
Base flavour concentrate strength verified (sweet/acid balance)
PG/VG ratio selected with flavour and device in mind
Adjust cream base accordingly (maybe reduce richness or add brightness)
Device/coil/wattage verification for both low and high-wattage use
Ageing/stability check especially for interplay between chill and cream
Sensory panel for both axes (chill onset, cream depth, finish)
Final spec sheet includes dual device guidance and optionally two versions (MTL vs DTL)
Conclusion
Whether you are focusing on delivering “icy sharp clarity” or “velvety indulgent richness”, mastering the formulation of cooling vs creamy profiles is a key differentiator for your flavour-house and for your e-liquid clients. The technical demands—sensory mapping, chemical stability, device compatibility, coil/deposit behaviour, regulatory awareness—are real and significant. By setting up structured workflows, documentation, sampling kits and best-practice guides (as outlined above), you strengthen your value proposition as a partner to e-liquid producers.
Remember: Cooling ≠ simply adding menthol, and Creamy ≠ just more vanilla. Each profile requires its own architecture of aroma compounds, dosage calibration, matrix/device tuning and ageing evaluation. And when you merge them into hybrids, the complexity increases—but so does the potential for standout performance.
If your R&D team or formulation partners are ready to explore advanced flavour systems, we at [Your Company Name] are ready to support you with free sample module packs, technical consultation, and co-development of bespoke flavour solutions optimized for your device matrix and consumer targets. Request a technical exchange/free sample kit today to elevate your next e-liquid breakthrough.
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