Co-founder · CEO
Ricky Lee
Started out as a naval nuclear power officer, then swapped reactors for e-commerce as a sales director. Has helped scale two businesses, from $3m to $10m and from $4m to $30m.
About VYE
Two founders.One night out.24 formulas.
We're Ricky and Michael. This is how a night out with friends turned into a company, and where it goes next.
01 — The aha moment
It started with a night out
We were out with friends one night when one of them quietly slipped a pouch in, hoping nobody would notice. Later, just as quietly, they tried to get rid of it.
Small moment, but it stuck. Plenty of the adults we know choose nicotine, and every option came with a catch: something to hide, something left over, or a trip outside.
There had to be a better way.
- MichaelCPO and co-founder
02 — Who we are
Meet the founders
After five years as colleagues, we started VYE.
Co-founder · CPO
Michael Salmon
A product builder with 20+ years across consumer goods, footwear, apparel and 3D printing. A founder exit, award-winning launches and a fair bit of IP along the way. Has helped take revenue from $1.2m to $10m.
One of us knows how to make it. The other knows how to sell it. We've agreed to stop arguing about which is harder.
03 — Getting it right
Version 24
was the one
We brought in industry experts and scientists, then tested, tweaked and tested again with consumers. It took 24 versions of the formula before we had one we'd put our names on.
Versions
1–23
Not quite.
Version
24
That's the one.
- Years as colleagues first
- 5
- Patent applications
- 2
- Night out that started it
- 1
04 — So far
The story so far
From a night out with friends to shelves across the UK.
-
Before 2024
Five years in Bend
We work side by side at the same startup and realise we make a good team.
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November 2024
We're doing this
We commit to building a nicotine mist company and get to work.
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June 2025
First pitch
We put the idea in front of a live audience for the first time.
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Spring 2026
Formula locked
Version 24 is the one. We stop tinkering.
-
Summer 2026
First run
Our first pilot production run, made in the UK, and the first time VYE goes on sale online.
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August and September 2026
Patents pending
We file US patent applications for the formula and for the spray-lock device.
-
October 2026
First UK shops
VYE arrives on the shelves of its first UK stores. We may have taken a few photos.
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January 2027 Next
Across the UK
The full UK launch, in shops and online.
05 — What's next
Next stop:
the whole UK
After a soft launch in 2026, we go nationwide in January 2027, in shops and online.
After that, we'll see how far this can go.
Ricky & MichaelCo-founders
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