This study analysed posts to Instagram related to KandyPens, an open-system pod mod e-cigarette company, marketing its products as aromatherapy devices. The objective was to determine themes, corresponding user profiles and references to types of e-liquid solutions used with KandyPens.Data consisted of publicly available posts to Instagram with the hashtag '#kandypens' collected from 8 June to 8 August 2018 (n=1775). Identified themes included: (eg, highlighting design features including colour of device), (eg, vape tricks), (eg, strawberry) and (eg, $10 off). The type of e-liquid (nicotine, aromatherapy and cannabis) used with KandyPens were also recorded. Instagram profiles were categorised into: , , , and . (28.90%) and (21.80%) were predominant themes followed by (10.08%), and (1.01%). About 32.43 % of posts referenced cannabis-related solutions, 2.98 % of the posts mentioned nicotine-related solutions and 0.11 % of the posts mentioned aromatherapy. (24.89%) posted the majority of posts followed by (20.72%), official account (17.96%), (10.75%) and (0.45%).KandyPens markets its products as aromatherapy devices; however, Instagram posts related to these products rarely mentioned their purported purpose. Future research should consider product design, user experience and the co-use of nicotine and cannabis with KandyPens to assess implications related to product appeal and abuse liability.