Discover IQOS.

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

Man and woman embracing and he is holding an IQOS holder with HEETS stick

IQOS is the only brand to offer two different types of alternatives to continued smoking. IQOS heated tobacco devices heat tobacco, not liquid to deliver a satisfying taste experience.

IQOS VEEV vaping device is robust, trustworthy. VEEV pods are uniquely crafted to deliver taste consistency every time. Choose your way forward.

Brilliant gold IQOS VEEV 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.


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

Man in yellow jumper drawing from an IQOS HEETS stick

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

*Source: Average reductions (95% for IQOS with HEETS and over 95% for IQOS VEEV) in the levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette. See important information. 

Unlike cigarettes, IQOS and IQOS VEEV do not generate smoke or second-hand smoke.

Woman leaning on man's shoulder while he's taking a draw from an IQOS VEEV

IQOS and IQOS VEEV leave less lingering smell on hands, hair and clothes than cigarettes*.

A smiling woman is embraced by a friend, holding an IQOS device with HEETS stick.

*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 toit. "

Linda, IQOS user

Science meets dedication.

IQOS is dedicated to providing smoke-free choices for adult smokers. Over 400 scientists and engineers are working on state-of-the-art alternatives to cigarettes.

Explore IQOS Science

Choose how to switch.

  • Heated tobacco
  • Vaping made right
Smiling woman holding a white IQOS 3 holder with HEETS stick

Heated tobacco

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

Discover heated tobacco

A man's hand  holding a brilliant gold IQOS VEEV device

Vaping Made Right

Expertly crafted flavours. A vape you can trust.

Discover vaping

I IQOS because…

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


Cigarette filter with brown combustion stains compared to IQOS HEETS stick in IQOS 3 DUO holder with no equivalent stain.

No tar*

Cigarette filter with brown combustion stains compared to IQOS HEETS stick in IQOS 3 DUO holder with no equivalent stain.

No smoke

Lit cigarette end compared to IQOS HEETS stick in IQOS 3 DUO 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.

**Although IQOS does not produce tar, IQOS is not risk-free, and provides nicotine which is addictive.

Here for you. From day one.

IQOS Support delivers support for every situation, right from the start.

Here for you. From day one.

IQOS Support delivers support for every situation, right from the start.

Personal service

Contact us for support on all aspects of IQOS. No one has to switch alone.

IQOS Care Plus

Free protection for your IQOS. Our service package with many additional benefits.

Loyalty rewards

Earn points for member offers, device upgrades and exciting benefits.

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