26-Nov-2025

What is IQOS?

IQOS is a range of innovative smoke-free products designed to be a less harmful alternative to cigarettes. Unlike cigarettes, IQOS heats tobacco to a controlled temperature rather than burning it. This means you can enjoy the taste of real tobacco with cigarette-like satisfaction* - without smoke, ash, or lingering odour.

*3-month clinical studies conducted in the US and Japan with 160 adult smokers each under real conditions.

Thinking of Going Smoke-Free?

At IQOS, we think of nothing else. Our mission is to create newer, better, smarter, and simpler ways to enhance tobacco enjoyment for adult smokers who would otherwise continue smoking. We’re curious, committed, and constantly innovating.

What is Heated Tobacco?

Heated tobacco technology is at the heart of IQOS. By heating - not burning - the tobacco, IQOS emits significantly lower levels of harmful chemicals than cigarettes. On average, that’s a 95%** reduction in the levels of the nine harmful chemicals the World Health Organization recommends reducing in cigarette smoke. This achievement is the result of years of research and development by over 400 scientists and engineers.

**Important Information: This does not necessarily equal a 95% reduction in risk. IQOS is not risk-free and provides nicotine, which is addictive.

About IQOS: Our Story

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

After investing $9 billion in research and development, we launched our first IQOS device in 2014. Today, over 22.1 million adult smokers worldwide have switched to IQOS.***

***PMI Financials or estimates, IQOS user panels and PMI Market Research as of July 2024.

The Science Behind IQOS Devices

Unlike cigarettes that burn tobacco, IQOS ILUMA uses our advanced SMARTCORE Induction System™ to heat specially designed SMARTCORE sticks, such as TEREA. This prevents combustion and produces, on average, 98% less carbon monoxide (CO) and significantly lower levels of other harmful chemicals compared to cigarettes.****

****Important Information: This does not mean a 98% reduction in risk. Carbon monoxide is only one of many harmful chemicals in cigarette smoke. IQOS ILUMA is not risk-free.

Explore the IQOS ILUMA i Range

Discover Our Heated Tobacco Sticks

  • Precision Heating: IQOS ILUMA devices heat TEREA or DELIA tobacco sticks to release nicotine and flavour.
  • Real Tobacco Taste: Enjoy authentic tobacco taste and satisfaction.
  • No Smoke, No Ash: Heating - not burning - delivers a cleaner experience without cigarette smoke smell.
  • Ready to Recycle: Return used sticks to an IQOS store for recycling.

Start Your Journey Today

Curious to learn more? Explore the full IQOS ILUMA range and discover a better alternative to cigarettes.