Smoke Free Alternatives to Continued Smoking

IQOS is a range of innovative smoke-free products and a better alternative to cigarettes. Unlike cigarettes, IQOS heats the tobacco inside to a controlled temperature instead of burning it. Ever wondered what is the taste of real tobacco?

IQOS web shop

At IQOS, we’re forever thinking of newer, better, smarter and simpler ways to help enhance using experience. We’re curious to do even more.

Tobacco heating technology

On average, 95% lower, in fact. This is a result of extensive research and development, involving over 400 scientists and engineers, dedicated to making IQOS a better alternative to cigarettes.

Important information: This 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.

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, but without smoke, cigarette smoke smell or ash.

$14 billion invested into research and development led to the launch of our first IQOS device in 2014. Since then, over 23.2 million* adult smokers from around the globe have switched to IQOS.

Want to learn more?

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

Unlike conventional cigarettes that burn tobacco, IQOS ILUMA uses our advanced SMARTCORE INDUCTION SYSTEM™ to heat tobacco sticks specially designed for IQOS ILUMA. This prevents combustion, thereby producing on average 98% less carbon monoxide (CO) and significantly lower levels of other harmful chemicals compared to cigarettes.*

More about IQOS ILUMA technology

IMPORTANT INFORMATION: This does not mean a 98% reduction in risk, and carbon monoxide is only one of many harmful chemicals in cigarette smoke. IQOS ILUMA is not risk free, and provides nicotine which is addictive.

* 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%.

IQOS ILUMA i range

IQOS ILUMA i PRIME

Our most refined and advanced.

IQOS ILUMA i

For a flexible and effortless experience.

IQOS ILUMA i ONE

Compact device. All-in-one.

IQOS web shop

What is IQOS?

Thinking of going smoke-free? We think of nothing else.