Thinking of going smoke-free? We think of nothing else.
At IQOS, we’re forever thinking of newer, better, smarter and simpler ways to help enhance your tobacco experience. We’re interested to do even more.
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 over 400 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.
Interested then. Still interested 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.
To start your experience 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.
Interested to understand the science behind IQOS?
Unlike conventional cigarettes that burn tobacco, IQOS ILUMA i uses our advanced SMARTCORE Induction System™ to heat specially designed SMARTCORE sticks, like TEREA. 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 heated tobacco
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 i 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%.
See Important Information on iqos.com
To explore the IQOS ILUMA i range.
IQOS ILUMA i PRIME
Aspen Green
Our most refined and advanced.
IQOS ILUMA i
Breeze Blue
For a flexible and effortless experience.​
IQOS ILUMA i ONE
Digital Violet
Compact device. Seamless experience.​
Frequently asked questions
1. Insert the TEREA stick up to the line on the filter until the holder vibrates and light(s) pulse(s). Heating starts automatically, or by pressing the button for 1 second 2. You can start using your device once the holder vibrates and the lights stay fixed 3. To signal the last 30 seconds of use or that the last 2 puffs are left, the holder will vibrate with the light(s) pulsing white 4. Dispose of the stick immediately after you’ve used it, simply by removing the stick from the holder and disposing of them according to your local waste disposal regulations 5. Insert the holder in the charger for recharging

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