What is IQOS?

IQOS offers adult smokers something different to cigarettes. We’re distinctive by design, as our products do not burn tobacco. What we offer is better alternatives to continued smoking.

Discover IQOS
An IQOS device in a person's hand.
A Stellar Blue IQOS on a notebook.


Thanks to the IQOS configurator you can make your device unique in just a few steps. Try the many combinations of colors, finishes and materials, and find the best for you.

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Change starts with the smallest of steps. Whether you’re an adult smoker ready to move on to a better alternative to continued smoking, or you’ve already made the switch, IQOS is by your side.

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A person's hand, holding an IQOS device.

IQOS technology

Behind each IQOS device there are years of scientific research and advanced technologic expertise. When you light a cigarette, the tobacco burns at more than 800°C at the tip, creating smoke and ash. IQOS heats tobacco, releasing the tobacco flavour and nicotine without burning the tobacco

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Compare devices

Find your ideal IQOS match.

Compare the range

A person holding an IQOS device.

Always ready

IQOS heats tobacco, without burning it. That makes for an alternative to cigarettes. No smoke, no ash, no lingering smell.

See the benefits

Line up of 4 IQOS 3 DUO and MULTI holders with customised caps

Your IQOS, your way

Customise IQOS to suit your style. Dress it up in a variety of design combos and personalise your IQOS Experience.

Personalise your IQOS
This product is not risk free and provides nicotine, which is addictive. Only for use by adults who would otherwise continue to smoke or use other nicotine products.
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this website is intended only for users of nicotine or tobacco products who are over 18.

We Care

This website contains information about our smoke-free products and we need your age to make sure that you are an adult in Italy who would otherwise continue to smoke or use nicotine products. Our nicotine and tobacco products are not an alternative to quitting and are not designed as cessation aids. They are not risk free. They contain nicotine, which is addictive. Only for use by adults. Please visit the Important Information page of this website for further risk information.