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.

By offering a modern twist on the classic taste of tobacco, IQOS is at the forefront of science to help changing a reality.

Brilliant gold IQOS 3 DUO and charger in hand

Brilliant gold IQOS 3 DUO holder in man's hand

* 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.

Heated tobacco

Want to know more about IQOS heat-not-burn technology?

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White IQOS heat not burn holder and charger

We are on this journey together.

2019

2018

2016

2014

2009

2008

2007

2019

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

2018

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

2016

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

2014

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.

2009

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.

2008

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

2007

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.

Our best alternative.

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

95% less harmful chemicals compared to cigarettes.*

Business man with stellar blue IQOS holder and charger in hand

*Average reductions in the levels of a range of harmful chemicals from IQOS (9 so-called "priority toxicants" identified by the WHO) compared to the smoke from a reference cigarette (3R4F); evaluation using the Intense Smoking Regime from Health canada without accounting for nicotine.

No fire. No ash. No odor of cigarette smoke.

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

Important notice: IQOS is not risk free. HEETS sticks contain nicotine, which is addictive.

14,7 million* adult smokers
have already switched to
IQOS.

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