Eve is an American brand of cigarettes currently owned and manufactured by the Liggett Group in the United States. Outside of the U.S., Philip Morris International is the manufacturer of the brand.

Eve was launched in 1971 to compete with Philip Morris Corporation's Virginia Slims cigarette as a more conventionally feminine brand of cigarette designed to target the growing women's market. Eve cigarettes were particularly marketed towards black women.

In the 20th century, both the packaging and the cigarettes featured a floral design, with advertisements describing the cigarette as having "flowers on the outside, flavor on the inside." As of 2002, the floral pattern has been replaced by butterflies.

The cigarette brand employed advertising campaigns urging women to embrace their femininity. Drawing inspiration from Virginia Slims, Eve sought to attract female consumers by positioning cigarettes as fashionable accessories. Numerous print advertisements depicted women in elegant attire, a notably more conservative image compared to their Virginia Slims counterparts, which was associated with the women's movement. Some of their slogans directly addressed physical appearance, such as the 1970s campaign titled "Farewell to the Ugly Cigarette Pack."

Eve cigarettes distinguished themselves by being longer and narrower than the average cigarette, aligning with the prevailing notion that slim and slender figures are considered desirable in women’s fashion and modelling industries. This characteristic aimed to align Eve with the subliminal message, akin to Virginia Slims, that their brand could contribute to obtaining or maintaining a slim figure. The brand also emphasized its extra length, typically 120mm compared to the 85mm of an average cigarette, using slogans like "Every inch a lady" in the 1980s to underscore the association between long cigarettes and sophistication promoted during that era.

Eve's advertising strategy centered on portraying their cigarettes as objects of beauty, aiming to enhance the attractiveness of women who chose to smoke Eve. The primary objective was to gain market share from competing brands, especially those targeting women, and to attract non-smokers by suggesting that choosing Eve would make a woman more attractive.

In comparison to its main competitor, Virginia Slims, Eve targeted a more niche market; as a result, Eve did not achieve the same level of sales as Virginia Slims.

Eve is mainly sold in the United States, and was or still is sold in Germany, Philippines, Austria, Ceuta, Melilla, Italy, Hungary, Russia, Israel, and Argentina.