26-Nov-2025

Discovering IQOS: A Journey Beyond the Ordinary

Find your flow.
In a world that moves at its own rhythm, IQOS invites you to follow your curiosity. Here, satisfaction is not just a promise - it’s a journey. Real tobacco taste, reminiscent of the familiar, yet experienced at your own pace. The invitation is simple: step into a new way of enjoying tobacco, where the story is yours to write.

Unpack the better alternative.
What if you could leave behind the smoke, the smell, the ash? IQOS offers a smarter path, one that asks you to put the old habits in a box marked “past” and embrace a cleaner, more refined experience. It’s not about giving up; it’s about moving forward, choosing a way that feels both familiar and refreshingly new.

Focus on heated tobacco.
Burning? That’s yesterday’s story. IQOS heats tobacco, never burns it, unlocking the essence of flavour and satisfaction without the by-products of combustion. The result is real tobacco taste, delivered in a way that’s as innovative as it is intuitive. The ritual remains, but the experience is transformed.

A clear way forward.
With IQOS, the path ahead is marked by clarity. On average, it delivers 95% less harmful chemicals than cigarettes*, helping you move past what you don’t need, and focus on what matters. It’s a step towards a future where choices are informed, and the journey is guided by science and intention.

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

Shaping the smoke-free future.
Every story starts with an idea. For IQOS, it began in 2008: to give adult smokers who don’t quit the flavour and pleasure they know, minus the smoke, the smell, the ash. It’s a vision for a world where enjoyment and responsibility coexist, and where innovation shapes a new narrative for tobacco.

When science takes the spotlight.
Step behind the curtain and discover the technology at the heart of IQOS. Thanks to its advanced induction system, IQOS ILUMA produces, on average, 98% less carbon monoxide (CO)*. Science isn’t just a feature, it’s the foundation, ensuring that every experience is grounded in research and progress.

*Compared to cigarettes.

Explore the range. Discover the stories.
From the IQOS ILUMA i range to the heated tobacco sticks, every product is an invitation to explore. The stories that surround IQOS - of journeys, traditions, and new beginnings - are as diverse as the people who choose it. Each experience is unique, yet all are connected by a desire to move beyond the ordinary.

In summary:
IQOS isn’t just a product; it’s a movement. It’s about curiosity, transformation, and a future shaped by science and choice. The journey is yours - find your flow, unpack the better alternative, and focus on what’s next.