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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.

IQOS Heated Tobacco

Close-up of a chef's hands opening a jade green IQOS ILUMA Heated Tobacco device

The science and vision behind IQOS.

IQOS is the combination of science, technology and vision.

IQOS ILUMA PRIME Heated Tobacco device

Why heating instead of burning.

Combining science and technology, today we have developed an alternative to cigarettes. IQOS is changing the way adult smokers, who would otherwise continue to smoke, can consume tobacco.

 Illustration of the temperature of the IQOS Heated Tobacco device operating at 350°C.

Heating technology.

Cigarettes burn tobacco, reaching high temperatures and producing ash and smoke. IQOS, on the other hand, heats the tobacco to a significantly lower temperature without burning it, using HeatNotBurn technology. IQOS controls the heating to give you the taste of smokeless and ashless tobacco, making it a viable choice over continuing to smoke.

IQOS ILUMA SMARTCORE INDUCTION SYSTEM™ technology and IQOS HEATCONTROL™ technology heat the tobacco to a lower temperature, ensuring no combustion occurs. Since there is no combustion, IQOS produces no smoke, but a tobacco vapor capable of offering a constant taste experience.

A Jade Green IQOS ILUMA Heated Tobacco Holder.


The new innovative induction system designed for IQOS ILUMA that heats tobacco sticks from the inside, so as to offer the true taste of tobacco. IQOS ILUMA therefore does not have a blade inside the device and is more reliable when compared to previous IQOS models.

Discover more

An illustration showing IQOS HEATCONTROL™ bladed heating system.


The HEATCONTROL™ technology present in the previous generation IQOS devices prevents the tobacco from reaching the combustion temperature, keeping it constant, thus allowing to release the taste of tobacco but without burning it.
The blade is located inside the device.
Hands opening an IQOS ILUMA Heated Tobacco device


Get ready for the next level experience.

Buy now

Upgrade to IQOS

Hands opening an IQOS Heated Tobacco device from a white box.

IQOS Welcome.

Even more choice. Even closer. You will have 30 days to change your mind and make a return.

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.