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What is IQOS?

A range of innovative smoke-free products and a better
alternative to cigarettes. Unlike cigarettes, IQOS heats
tobacco inside a TEREA stick to a controlled temperature
instead of burning it.

Ever wondered what it would be like to enjoy the taste of real
tobacco without smoke?

Discover IQOS

Moss green IQOS ILUMA PRIME.
Moss green IQOS ILUMA PRIME. Moss green IQOS ILUMA PRIME.
A jade green IQOS device on a table next to an IQOS product box.

Thinking of going
smoke-free? We
think
of nothing
else.

We’re always thinking of newer, smarter and simpler ways to help enhance your tobacco pleasure. We’re curious to do even more.

What is heated tobacco

About IQOS.
Our story.

Curious then. Still curious today.

Our journey towards a smoke-free future began in 2008. We
knew then there had to be a better alternative for adult
smokers who don’t quit. Something that delivered similar
flavour and tobacco pleasure, but without smoke, cigarette
smoke smell or ash.


$9 billion invested into research and development led to the
launch of our first IQOS device in 2014. Since then, 32.2 million
users globally have switched from cigarettes.1

Start your journey now

1Source: PMI Financials or estimates, IQOS user panels and PMI Market Research
as of Q4 2024. PMI heat-not-burn product users for whom PMI heated tobacco
sticks represent a portion of their daily tobacco consumption over the past 7
days.
Moss green IQOS ILUMA PRIME.
An IQOS ILUMA PRIME Pocket Charger and Holder.

Curious to understand
the science behind
IQOS?

Unlike conventional cigarettes that burn tobacco, IQOS uses an advanced SMARTCORE INDUCTION SYSTEM™ to heat expertly designed tobacco sticks.
The result? The taste of real tobacco without smoke.

More about heated tobacco

Explore the IQOS ILUMA range.

  • IQOS ILUMA PRIME

    Jade Green

    IQOS ILUMA PRIME Device image

    Our most refined
    and advanced.

    Learn more

  • IQOS ILUMA

    Sunset Red

    IQOS ILUMA Device image

    Classic design.
    Enhanced experience.

    Learn more

  • IQOS ILUMA ONE

    Azure Blue

    IQOS ILUMA ONE Device image

    Pocket-sized.
    All-in-one device.

    Learn more

A Jade Green IQOS ILUMA PRIME Pocket Charger and Holder.

Discover our heated tobacco sticks.

  • Precision heating

    IQOS devices heat TEREA sticks to release nicotine and tobacco flavour.

  • Real tobacco taste

    This heating process delivers real tobacco taste and satisfaction.

  • No smoke, no cigarette smoke smell and no ash

    By heating, not burning the tobacco, IQOS devices deliver a better experience.

  • Ready to use. Ready to recycle

    Bring your used TEREA sticks back to a store for recycling.

Discover Tobacco Sticks

This product is not risk free and provides nicotine, which is addictive. Only for use by adults.