Discover IQOS.

Welcome to a smoke free future 

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

If you’re an adult smoker looking for a better alternative to continued smoking, IQOS is here to support you on your journey. Just like the 28.6 million adult IQOS users around the world* who are already on that same journey.


* PMI Financials or estimates (excluding Russia and Ukraine), IQOS user panels and PMI Market Research. Status as of February 2024. IQOS users for whom PMI heated tobacco sticks represent at least 5% of their daily tobacco consumption over the past 7 days. 

By offering a modern twist on the classic taste of tobacco, IQOS is at the forefront of science to help make real change a reality.​
We’re on this journey together. ​


IQOS VEEV vaping device was launched in New Zealand and Czech Republic in 2020, Finland and Italy in 2021, Serbia in 2022, with more markets to come.


IQOS ILUMA series was launched with its SMARTCORE INDUCTION SYSTEM™.

IQOS ILUMAtm is designed to be used only with tobacco sticks specially designed for IQOS ILUMAtm devices. Do not use IQOS ILUMAtm and tobacco sticks specially designed for IQOS ILUMAtm devices sticks with previous IQOStm generations, as this may cause damage to your device. This product contains a sharp metal part which can cause serious injury if swallowed. Keep out of reach of children.


This year sees a huge milestone for the IQOS community. Find out more​


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 [Museum of Architecture and Design] 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. ​

iqos iluma
Heated tobacco: We choose better together
Home is where the smoke isn’t. With IQOS, you get an alternative to cigarettes that delivers taste and satisfaction without fire or ash.
IMPORTANT INFORMATION: This does not necessarily equal a 95% reduction in risk. IQOS ILUMA is not risk-free.

* “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. See Important Information.

* PMI Financials or estimates, IQOS user panels and PMI Market Research.
'Ever since I switched to IQOS I'm more than happy'
Adult IQOS user
Simple way to switch to IQOS

Real alternative. Real pleasure.

More to discover with our Services and privileges ​
Care you can count on.

Privileges to inspire you.​
Care you can count on
Access our expert coaches for support on how to get the best use from your IQOS device and learn more about heated tobacco.
Loyalty rewards
Earn points for member offers, heated tobacco device upgrades and exciting benefits.
Peace of mind
Accidental damage cover, rapid replacement and international assistance.
We IQOS because…​
Discover why millions of adult smokers around the world have switched to heated tobacco with IQOS.*
IMPORTANT INFORMATION: IQOS is not risk-free and delivers nicotine, which is addictive. For adult use only.
* Status as of February 2024. 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.   
You need help? Contact us.
We are here to help you across multiple channels.​
Contact us on Viber.

Give us a free call on 0800 800 808.

Send us your query and we will respond within 24h on email.

Visit our Facebook page and chat with our expert.

Find answers to frequently asked questions. See FAQ.

Find an IQOS store here.

This product is not risk-free and delivers nicotine, which is addictive. For adult use only.​