Discover IQOS


IQOS is a brand with a big vision: to help those smokers that chose not to quit tobacco, move to a less harmful alternative

A smiling man holding an IQOS ILUMA device.

For adult smokers looking for a less harmful alternative, or an existing IQOS user looking for a better heated tobacco experience - there is IQOS ILUMA.It offers cigarette-like satisfaction without the smell, helping you get closer to others.

IQOS offers real tobacco taste and satisfaction with 95% less harmful chemicals*, compared to cigarettes.

When you switch exclusively to IQOS, you'll save up to £3,000 per year**.

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

*“95% less” represents the average reduction in levels of the 9 chemicals recommended for reduction in cigarette smoke by the World Health Organization, which do not include nicotine. See Important Information here

IQOS ILUMA Device Brilliant gold IQOS VEEV device White IQOS MULTI device 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.


The IQOS ILUMA range is launched, featuring the revolutionary SMARTCORE INDUCTION SYSTEM™, paired with the all-new TEREA tobacco sticks designed only for IQOS ILUMA.

IQOS ILUMATM is not compatible with previous IQOSTM generations and is designed to be used only with SMARTCORE STICKSTM. Do not use SMARTCORE STICKSTM with previous IQOSTM generations, as this may cause damage to your device.


IQOS VEEV vaping device is launched in New Zealand and Czech Republic in 2020; VEEV in Finland and Italy in 2021, with more market introductions planned. 2020 also sees a huge milestone for the IQOS community.


IQOS 3 and IQOS 3 MULTI are now sold in cities in 43 markets around the world. IQOS parent company, Philip Morris International, spends 92% of all R&D and 60% of all commercial expenditure on smoke-free products.


IQOS next generation device, the pioneering 2.4 PLUS, is launched in 21 markets. A year later, it is available to adult customers in 38 markets. In 2017 it wins a GOOD DESIGN® Award from the annual presentations made by the Chicago Athenaeum and Metropolitan Arts Press.


PMI’s first commercial heat-not-burn device is launched in Japan and Italy. A year later the product is named IQOS and is made 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 smoke-free alternatives to 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.

We choose better together.

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

IQOS emits on average at least 95% lower levels of harmful chemicals compared to cigarettes.*

A man with an IQOS ILUMA device.

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

*'95% less' represents the average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F). See Important information.

Unlike a vape product, IQOS ILUMA doesn’t use liquid. Instead, IQOS ILUMA heats tobacco to offer a satisfying taste experience without smoke.

An IQOS ILUMA Holder in a person's hand.

By switching to IQOS, you can save up to £3,000 a year**.

A man wearing headphones uses an IQOS device.

Science meets dedication.

More than 400 scientists are working on state-of-the-art heated tobacco systems and vaping devices for adult smokers to provide them with a better choice than continued smoking.

Explore IQOS science



Discover the IQOS ILUMA range

Compare the IQOS ILUMA range to see which device is right for you.




Affordable, all-in-one.

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A Moss Green IQOS ILUMA.




The icon, upgraded.

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A Jade Green IQOS ILUMA PRIME Holder and Pocket Charger.



Advanced, inside-out.

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Compare the range

IQOS ILUMA™ Heated Tobacco Devices are designed to be used only with TEREA™ sticks. More information on Do not ingest or disassemble TEREA™ sticks. This product contains a sharp metal part which can cause serious injury if swallowed. Keep out of reach of children.

Discover the benefits.

If you’re looking for a less harmful alternative with real tobacco taste, see the benefits of switching today.

Real tobacco taste.

Real tobacco taste.

95% less harmful chemicals.*

Cigarette filter with brown combustion stains compared to IQOS TEREA stick in an IQOS ILUMA holder with no equivalent stain.

No tar**

Lit cigarette end compared to IQOS TEREA stick in IQOS ILUMA  holder.

Discover all benefits

About Heated Tobacco


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

*”95% less” represents the average reductions in levels of a range of harmful chemicals (excluding comparednicotine) to the smoke of a reference cigarette.  See Important Information on

IMPORTANT INFORMATION: The absence of tar does not mean that IQOS is risk free. IQOS ILUMA provides nicotine, which is addictive.

** Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to cigarette smoke.

Get in touch

Our dedicated customer care team is here 7 days a week for you.
Monday to Friday 8am to 10pm
Saturday and Sunday 10am to 6pm


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**Claim compares (i) the cost of smoking an average priced pack of cigarettes (with king size filter) per day, and (ii) the cost of buying an IQOS ILUMA ONE Starter Kit (RRP is £39) or IQOS ILUMA (RRP is £69), and then consuming one pack of TEREA daily (£6 RRP). Assumes smokers exclusively use IQOS ILUMA. Savings will vary depending on IQOS ILUMA model and Starter Kit selected. For further information, visit