Discover IQOS.

Welcome to the world of IQOS.

Tobacco. Heated, not burned.

No cigarette smoke smell.

No fire, no ash.

Man's hands holding IQOS device while embracing a woman's body
If you’re an adult smoker looking for an alternative to cigarettes, IQOS is here to support you on your journey. Just like the 14,7 million adult IQOS users around the world* who are already on that same journey.

IQOS tobacco heaters use carefully selected and processed tobacco. For real tobacco enjoyment, without the smell of cigarette smoke and with less odor on clothes, hair and hands.

* PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of July 2021. IQOS users who have completely quit cigarettes and for whom HEETS sticks represent at least 70% of their past 7-day heated tobacco consumption.

For all who want to try first. 

Try IQOS now 30 days for free at home* or on-site at your IQOS store.

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* Offer only for new customers. You will receive 3 trial packs of HEETS with your order. 

White IQOS Heat not burn holder White IQOS heat not burn holder and charger Hand illustrating IQOS devices PMI building interior PMI building exterior HEETS stick in cross section

We are on this journey together.


Our best heated tobacco device is launched. IQOS 3 DUO is our newest ergonomic tobacco heating system: Two HEETS sticks without having to charge in between and the shortest holder recharge time seen to date. Find out more


IQOS 3 and IQOS 3 Multi are now sold in cities in 43 markets around the world. 


IQOS next generation device, the pioneering 2.4 Plus, is launched in 21 markets. A year later, it is available in 38 markets.


PMI’s first commercial heat-not-burn device is launched in Japan and Italy. A year later the product is named IQOS and is available in Portugal, Romania, Russia and Switzerland. 


PMI expands its R&D facilities focusing on alternatives to cigarettes by opening a new research laboratory in Singapore. Today, over 400 R&D experts are working on IQOS technologies around the world.


Forward strides into alternatives to conventional cigarettes, soon to become IQOS, levels up in 2008 with a new dedicated R&D centre in Switzerland. 


While PMI’s research into heated tobacco alternatives goes back to the early 1990s, 2007 marks a turning point when a heat-not-burn prototype using HeatControl™ technology is developed. The device is a technological step forward but is ergonomically awkward. 

For all IQOS users who want more.

New for existing IQOS users: 3x HEETS for free with every additional device.*

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* During promotional period, you will receive 3 packs of HEETS for free per order when you purchase an IQOS device, provided there are less than 5 devices on file in your profile.

The different way to enjoy tobacco.

Enjoy real tobacco, without ash, without cigarette smoke smell and with less odor on clothes, hair and hands.

IQOS emits 95% fewer harmful chemicals compared to cigarettes.*

Business man with stellar blue IQOS holder and charger in hand

Important notice: This does not necessarily equate to a 95% reduction in risk. IQOS is not risk-free. *"95% less" represents the average reduction in the levels of a range of harmful chemicals from IQOS (9 so-called "priority toxicants" identified by the WHO) compared to the smoke of a reference cigarette (3R4F). Based on Health Canada's Intense Smoking Regime without nicotine.

Unlike cigarettes, IQOS has no lit end and less negative impact on indoor air quality.*

Three men enjoying TV show; one with IQOS holder in hand

Important notice: IQOS is not risk-free.

*Source: PMI study conducted under ISO standards simulating real-world scenarios and based on threshold limits established by existing air quality guideline.

Most smokers who switch to IQOS completely quit cigarettes.*

Man at event with IQOS holder in hand

*Source: PMI financials or estimates, IQOS user panels and PMI Market Research.

Science meets dedication.

IQOS 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

More to discover with myIQOS.

Care you can count on. Priviliges to inspire you.

More to discover with myIQOS.

Care you can count on. Priviliges to inspire you.

Get support

Benefit from all-round support and expert tips from the moment you choose IQOS.


Enjoy privileges

Enjoy unforgettable experiences and exclusive rewards in the IQOS Club, as well as our referral program.

Fully protected

Accidental damage coverage, international assistance or firmware update. Discover all our services with myIQOS.

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