Discover IQOS.

happy people with iqos originals duo

Welcome to a world without smoke, ash and less unpleasant smells

IQOS is a brand with a big vision: to replace every cigarette for all adult smokers who would otherwise continue to smoke. ​
happy people with iqos originals duo
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 14 million adult IQOS users around the world* who are already on that same journey.​
iqos originals duo
iqos originals duo
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.​
IQOS over the years


IQOS for the first time is on our market


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. ​

picture with women on the path
IQOS 3 DUO gold
IQOS 3 DUO GOLD and 2.4p White
IQOS 2.4 Plus white color
Technology and IQOS 2.4P
Qube PMI and technology
PMI Research center
We choose better alternative.
The better choice is where there is no smoke. With IQOS, you get an alternative to cigarettes that delivers taste and satisfaction without fire or ash.
Important information: This product is not risk free.

*”95% less” represents the average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F).

Important information: This product is not risk free.

*Source: PMI Financials or estimates, IQOS user panels and PMI Market Research.​

It's time for a better choice

We IQOS because…​
...millions of adult smokers around the world have switched to IQOS.*
Important information: This product is not risk free.
*Source: Status as of July 2021. Exclusive Heat-Not-Burn users that are using HeatSticks for more than 70% of their past 7 days consumption. PMI Financials or estimates, IQOS user panels and PMI Market.​​

**Although IQOS does not produce tar, IQOS is not risk-free, and provides nicotine which is addictive.​
myiqos logo
a man opens a box with an iqos device
Care you can count on
Access our personal coaches for support on how to get the best use from your IQOS. ​
Accidental damage to the device, rapid replacement and international assistance.
Virtual Store
Just one click to a virtual world where our experts will help you make the right choice.
You need help? Contact us!
We are here to help you across multiple channels.​
Keep up to date with all of our offers and news.
Send us your query and we will respond within 24h.
Find answers to frequently asked questions.
Give us a free call on 0800 99 099.
This product is not risk free, releases nicotine that causes addiction. For adult use only.