The tropes of vaping culture drip of toxic masculinity. In fact, women are more likely to try vaping than men, and more likely to want to. Mic spoke to several vape shop employees who said women and men are equally represented in the real-life vaping community. But looking at vaping's most visible ambassadors, you'd never know it.
The hypermasculine image that vape marketers are selling is a self-fulfilling prophecy that could lock vaping out of the mainstream if the community can't overcome the stigma.