18650 cells are absolutely not suitable for holders for user access, they have never been meant to be used this way. This is especially true with more than 1 cell. They are only meant to be constructed as a battery pack by the manufacturer (you).
Reasons include:
- Poor insulation on the sleeve, easily causing shorts when handled by users.
- Unlimited short circuit currents, in range of about 100A, enough to cause serious burns
- Protection limited to chemical and cell cap PTC design, not enough when handled separately
- When installing more than 1 cell: (if in series:) cells are grossly unbalanced and the energy cannot be used. (if in parallel:) cells in different SOC are connected in parallel by the user, causing heavy current, cell damage and possibly a risk of fire, or a blown fuse in your device.
If you think your customers can accept a hacky, potentially unsafe device, and they are handling separate 18650 cells in their ecigs anyway, then, why not. Be careful to instruct them to absolutely fully charge each and every series cell before installing them, so that they are in balance, and in this case, a cell-level monitoring BMS is a must.
Be aware that 18650 holders are unsafe to begin with, because the plus side steel spring can scratch and penetrate the poor insulation near the plus terminal, shorting the cell. The holder spring will glow red and the plastic holder melts. These cells are only designed for spot welding.