Discover IQOS


IQOS is a brand with a big vision: to replace every cigarette for all adult smokers who would otherwise continue to smoke.

A smiling woman holding an IQOS ILUMA device.

Our range of tobacco and nicotine alternatives to cigarettes are uniquely designed to provide a satisfying, sensorial experience.

Whether it’s our heated tobacco devices, which deliver a familiar, satisfying taste experience, or our new vaping device, crafted to deliver a consistent taste every time; the IQOS portfolio offers a choice of smoke free products for adults who would otherwise continue to smoke or use other nicotine products.

*PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of March 2020. IQOS users who have completely quit cigarettes and for whom PMI HEETS represent at least 70% of their past 70day heated tobacco consumption.

Important information: IQOS is not risk-free and provides nicotine, which is addictive.


We are on this journey together.

Year 2021
Year 2020
Year 2018
Year 2016
Year 2014
Year 2009
Year 2008
Year 2007

The IQOS ILUMA series 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 cigarettes, IQOS has no lit end and no second-hand smoke.

An IQOS ILUMA Holder in a person's hand.

Important information: IQOS is not risk-free.

All our IQOS devices leave less lingering smell on hands, hair and clothes than cigarettes.

A man wearing headphones uses an IQOS device.

*Source: Study conducted in multiple markets since 2014 for IQOS with HEETS, and in Ukraine with 405 legal age smokers, heated tobacco or e-cigarette users, December 2019 for IQOS VEEV.

IMPORTANT INFORMATION: This does not necessarily equal a 95% reduction in risk. These products are not risk-free.

„I am using IQOS for a short time, but I can already say that I am satisfied. I am not annoyed by unpleasant smell compared to cigarettes. It is easy to useand you'll soon get used to it."

Linda, IQOS user

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

Simple ways to switch.

  • Heated tobacco
  • Vaping
Device IQOS ILUMA PRIME in hand.

Heated tobacco

True taste of real tobacco. Heat-not-burn technology.

True taste of real tobacco. Heat-not-burn technology.

Learn more


Device IQOS VEEV in hand.


Go completely tobacco-free with e-liquid.

Go completely tobacco-free with e-liquid

Learn more


Hard to choose?

Let us help which device is right for you.

A Jade Green IQOS ILUMA PRIME Holder and Pocket Charger.



Refined and advanced.

A Moss Green IQOS ILUMA.



Effortless and enjoyable.




Pocket-sized and ideal on the go.

Help me choose

IQOS ILUMA™ is designed to be used only with TEREA™ sticks. TEREA™ sticks contain a metal part. Keep out of reach of children to prevent disassembly and ingestion. See Important informatlion.

We IQOS Because …

Discover why millions of adult smokers around the world have switched to IQOS.*


Flying pig

No tar

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

No smoke

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

*Source: Status as of June 2019. Exclusive Heat-Not-Burn users that are using HeatSticks for more than 70% of their past 7 days consumption. PMI Financials or estimates, IQOS user panels and PMI Market.

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