What is IQOS?

IQOS is a range of innovative smoke-free products and a better alternative to cigarettes. Unlike cigarettes, IQOS heats the tobacco or tobacco-free sticks from the inside at a controlled temperature instead of burning it.

Ever wondered what it would be like to experience the taste of real tobacco, with cigarette-like satisfaction* and no smoke and no smell?

Welcome to IQOS.

Discover IQOS ILUMA i Devices

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

Thinking of going smoke-free?

At IQOS, we’re forever thinking of newer, better, smarter and simpler ways to help enhance your heat-not-burn experience.

What is heated tobacco

IQOS emits significantly lower levels of harmful chemicals than cigarettes.*

On average, 95% lower, in fact. This is a result of extensive research and development, involving scientists and engineers, dedicated to making IQOS a better alternative to cigarettes.

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

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

About IQOS.
Our story.

Curious then. Still curious today. Our journey towards a smoke-free future began in 2008. We knew then there had to be a better alternative for adult smokers who don’t quit. Something that delivered similar flavour and experience, but without smoke, cigarette smoke smell or ash.

$9 billion invested into research and development led to the launch of our first IQOS device in 2014. Since then, over 22.1 million* adult smokers from around the globe have switched to IQOS.

Start your journey now

*PMI Financials or estimates, IQOS user panels and PMI Market Research as of July 2024. PMI heat-not-burn product users who have completely quit cigarettes and for whom PMI tobacco sticks represent at least 70% of their past 7-day heated tobacco consumption.

Curious to understand the science behind IQOS?

Unlike conventional cigarettes that burn tobacco, IQOS ILUMA uses our advanced SMARTCORE Induction System™ to heat specially designed TEREA or LEVIA SMARTCORE sticks. This prevents combustion, thereby producing significantly lower levels of harmful chemicals compared to cigarettes.*

More about heated tobacco

IMPORTANT INFORMATION: This does not necessarily equal a 95% reduction in risk. IQOS ILUMA is not risk-free.

*We measured the levels of the 9 harmful chemicals the World Health Organization recommends to reduce in cigarette smoke, which do not include nicotine, and these are reduced on average by 95%.

See Important Information on IQOS.com