What is IQOS?

happy people with iqos originals duo

Welcome to the future. A world without tobacco smoke.

IQOS is a brand with a big vision: to replace the use of cigarettes for all adult smokers who would otherwise continue smoking.
IQOS ILUMA Prime Jade Green
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.

* 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.

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iqos iluma prime jade green holder and ring accessory
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 are on this journey together.

2023

Official opening of two IQOS boutiques in East Gate Mall and Diamond Mall, with a single goal: to offer the ultimate experience for our users.

2023

IQOS ILUMA

The IQOS ILUMA series is available with us as well. The revolutionary SMARTCORE INDUCTION SYSTEM™ technology has brought the next level of heating. A series of devices designed to last, enabling an experience like never before.

IQOS ILUMA™ devices are used exclusively with specially designed sticks. Do not use IQOS ILUMA™ devices with sticks intended for previous IQOS generations.

2020

IQOS for the first time is on our market

2018

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. 

2016

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. ​

2014

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. ​

2009

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.​

2008

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. ​

2007

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. ​

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We choose a better alternative.
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 on iqos.com
Important information: IQOS is not risk-free.
* PMI Financials or estimates, IQOS user panels and PMI Market Research.
"After switching to IQOS I am more than satisfied."
Ana
Adult IQOS user
Simple way to switch

We IQOS because…​
Thousands of adult smokers around the world convert to IQOS every day.*
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.
Need help? Contact us!
We are here for you on digital channels as well.
Get informed or order. Start a live chat.
Call our experts on 0800 99 099.
If you have questions, write to our e-mail.
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Find answers to frequently asked questions. See FAQ.
Find the nearest IQOS store here.
This product is not without risk, it releases nicotine which is addictive. For adults only.