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What is IQOS?
IQOS is a range of innovative smoke-free products and a better alternative to cigarettes. Unlike cigarettes, IQOS heats the tobacco inside to a controlled temperature instead of burning it. Ever wondered what it would be like to experience the taste of real tobacco, with cigarette-like satisfaction*? Welcome to IQOS.
*3 months clinical studies conducted in US and Japan with 160 adult smokers each under real conditions.
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 heating tobacco experience compared to previous generations of IQOS. We’re curious to do even more.
IQOS emits significantly lower levels of harmful chemicals than 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, without fire, ash or smoke.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 real tobacco taste, but without fire, ash or smoke.
$9 billion invested into research and development led to the launch of our first IQOS device in 2014. Since then, over 22.1 million* adult smokers from around the globe have switched to IQOS.
*PMI Financials or estimates, IQOS user panels and PMI Market Research as of July 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 conventional cigarettes that burn tobacco, IQOS ILUMA uses our advanced SMARTCORE Induction System™ to heat specially designed SMARTCORE sticks, like TEREA. This prevents combustion, thereby 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%.
See Important Information
Explore the IQOS ILUMA range.
IQOS ILUMA
Moss Green
Familiar design. Enhanced experience, compared to previous IQOS generations.
Discover our heated tobacco sticks.
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Precision heatingIQOS ILUMA devices heat TEREA tobacco sticks, to release nicotine and flavour. -
Real tobacco tasteThis heating process delivers real tobacco taste and satisfaction. -
No burn, no cigarette smoke smell and no ashBy heating, not burning, the tobacco, our device delivers a clean experience.