Smoke free alternatives to continued smoking

What is IQOS?

IQOS is a smoke-free alternative to cigarettes. Whether IQOS ILUMA PRIME, IQOS ILUMA or IQOS ILUMA ONE:

With our innovative heated tobacco devices, real tobacco is gently heated instead of burned.

The advantage: less harmful substances* and at the same time an exquisite variety of tobacco.

* Compared to cigarettes. Important information: IQOS is not risk-free. Average reduction in the levels of a range of harmful chemicals from IQOS (9 so-called “priority toxicants” identified by the WHO) compared to the smoke from a reference cigarette (3R4F). Based on Health Canada’s Intense Smoking Regime without nicotine.

That's why 14,2 million smokers* worldwide have already switched to IQOS:

* PMI Financials or estimates, IQOS user panel and PMI Market Research. As of December 2022, IQOS users who have completely quit smoking and for whom PMI Heatsticks represent at least 70% of their past 7-day tobacco consumption.

Real Tobacco

The experience of tobacco begins with the harvest.

Selected raw materials, years of experience and expertise are the foundation of our TEREA tobacco variety.

From intense and toasted to fine and soft: Find exactly the tobacco pleasure that suits you.

Discover TEREA tobacco sticks

Gently heated

Burning the tobacco in a cigarette produces at least 250 harmful substances. IQOS has developed an innovative technology that does not burn the tobacco, but only heats it gently.

You'll experience tobacco like never before.

Discover IQOS Technology

95% less harmful substances*

Compared to a cigarette thanks to the SMARTCORE INDUCTION SYSTEM™.

The reduction of harmful substances is not to be equated with a reduction of risk.

Discover heated tobacco

* The reduction of harmful substances is not to be equated with a reduction of risk. Important information: IQOS is not risk-free. Average reduction in the levels of a range of harmful chemicals from IQOS (9 so-called “priority toxicants” identified by the WHO) compared to the smoke from a reference cigarette (3R4F). Based on Health Canada’s Intense Smoking Regime without nicotine.