Discover IQOS experience

Welcome to a smoke-free future.

IQOS, a brand with a bold vision, aims to replace traditional cigarettes for all adult smokers who would otherwise continue smoking. Their latest product, IQOS ILUMA, features the innovative SMARTCORE INDUCTION SYSTEM™ that heats tobacco from within, delivering the taste of real tobacco while being intuitive and easy to use. The result is a better, cleaner, and more enjoyable experience.

Key benefits of IQOS technology:

1. Less unpleasant odors compared to cigarettes – IQOS heats tobacco instead of burning it, leaving less lingering smell on hands, hair and clothes than cigarettes. ****

2. Less harmful substances – Thanks to its innovative technology, IQOS heats tobacco instead of burning it, producing on average 95% less harmful chemicals compared to cigarettes*.

Every day, thousands of adult smokers around the world stop burning tobacco and start heating it with IQOS.** Consumers who use IQOS ILUMA say that there is less unpleasant feeling and aftertaste left in their mouth compared to after finishing smoking a cigarette.***

For all these reasons, IQOS is a better choice compared to continuing to smoke cigarettes. 

Your time for better decisions is now. Why wait?

* “95% less” represents the average reduction in levels of the 9 chemicals recommended for reduction in cigarette smoke by the World Health Organization, which do not include nicotine.

** Status as of month year Exclusive Heat-Not-Burn users that are using PMI heated tobacco sticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market Research.   

*** 79% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021. 

**** 93% agreement on less smell amongst 674 adult consumers in Japan and Italy, 2020 – 2021.