What is IQOS?
IQOS is a range of innovative smoke-free products and a better alternative to cigarettes. Unlike cigarettes, IQOS ILUMA Smartcore Induction Technology heats tobacco instead of burning it to deliver the taste of real tobacco and provides cigarette-like satisfaction.*
*Based on clinical studies, aerosol chemistry and declaration of satisfaction level from 600 adult consumers in Japan, 2022.
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 curious to do even more.
IQOS ILUMA emits 95% less harmful chemicals compared to 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: 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.
About IQOS.
Our story.
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 experience, but without smoke or ash.
$9 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.
$9 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.
*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.
Curious to understand the science behind IQOS?
Unlike cigarettes that burn tobacco, IQOS ILUMA doesn’t burn tobacco, producing on average 98% less carbon monoxide (CO) and significantly lower levels of other harmful chemicals compared to cigarettes.*
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%.
Explore the IQOS ILUMA i range.
