Lost Mary is a core sister brand under IMIXX (Shenzhen) Technology Co., Ltd., operating within the same corporate ecosystem as Elf Bar under the control of Zhang Shengwei. Officially launched in late 2021, it did not pioneer disruptive technology but instead carved out an entirely new market segment defined by "emotional branding, female-centric design, and dessert-inspired hybrid flavors,"​ serving as a perfect complement to the mass-market, value-driven Elf Bar. Bolstered by its precise differentiated positioning and IMIXX’s formidable supply chain and distribution network, Lost Mary rapidly ascended to become the world’s third-largest disposable e-cigarette brand within just three years—standing as the most successful exemplar of a "dual-brand portfolio strategy"​ in the vaping industry.