Discover IQOS.


IQOS is a brand with a big vision: to replace every cigarette for all adult smokers who would otherwise continue to smoke.

An IQOS device in a person's hand.

Whether you’re an adult smoker taking your first steps away from continued smoking, or you’ve already made the switch, IQOS will help you stay in the moments that matter.

IQOS offers real tobacco taste without smoke and cigarette smoke smell getting in the way, so you can stay in the moments that matter.

We choose better together.

IQOS smoke-free devices leave no smoke and less lingering smell compared to cigarettes*. 

*90% agreement amongst 674 adult consumers in Japan and Italy, 2020-2021.

IQOS ILUMA emits on average 95% lower levels of harmful chemicals compared to cigarettes.* 
An IQOS device and holder in a person's hand.

Important information: It does not necessarily equal a 95% reduction in risk. IQOS ILUMA is not risk-free. 

*Reductions in levels of the 9 harmful chemicals the World Health Organization recommends to reduce in cigarette smoke, which do not include nicotine. See important information on

As IQOS produces less smell than cigarettes, it is less likely to bother people around you.
A Moss Green IQOS ILUMA Holder and Pocket Charger.
All our IQOS devices leave less lingering smell on hands, hair and clothes than cigarettes.
An Azure Blue IQOS ILUMA Holder.

“I'm getting even closer to friends, with no cigarette smoke between us.”

Legal age IQOS user

A Jade Green IQOS ILUMA PRIME Holder.

Science meets dedication.

PMI is dedicated to providing smoke-free choices for adult smokers. Over 400 scientists and engineers are working on state-of-the-art alternatives to cigarettes.

Explore IQOS science

Discover the TEREA collections

To be used exclusively with IQOS ILUMA devices.


A range of 8 familiar flavours.


TEREA Dimensions

Explore an exciting range of 3 distinct flavours.


Simple ways to switch.

IQOS Tobacco Heating System

Taste of real tobacco. Heat-not-burn technology.

Taste of real tobacco. Heat-not-burn technology.

Learn more

Learn more

I IQOS Because …

Discover why millions of adult smokers around the world have switched to IQOS..

Real Tobacco

Money Tree illustration

No Combustion

Flying pig

Better Choice

Car emissions illustration

Got a question?

YouTube support

Tutorials and how to videos



Give us a call on 800694767