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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.

The next level is coming. Preorder the new IQOS ILUMA.

What is IQOS?

IQOS is a viable alternative to traditional smoking.
At the root of it all is heat.
We chose to heat tobacco instead of burning it, and in this way, we were able to create alternative products to traditional cigarettes.

Discover IQOS
A hand holding an IQOS ILUMA device and a charger on a table.

Next level technology.

The new SMARTCORE INDUCTION SYSTEM™ designed for IQOS ILUMA is the innovative blade-free induction system that heats specially designed tobacco sticks from the inside.
The SMARTCORE INDUCTION SYSTEM™ and its SMARTCORE STICKS™ have been developed to make your experience even easier.

Discover more

A jade green IQOS ILUMA PRIME holder and a matching device with a TEREA stick inserted.

Refined and elegant.

Made of anodized aluminum.
Induction technology, no blade, no cleaning.

Discover now

Discover now

Hard to choose?

Compare the devices from IQOS ILUMA range to discover which one is right for you.

Three IQOS ILUMA PRIME devices: jade green, gold khaki and bronze taupe.

Your style.

Discover the widest range of accessories ever with hundreds of ways to personalise your device.

It's time to make your IQOS ILUMA unique down to the last detail.

Customize your IQOS

Featured news


Discover the widest range of accessories ever from the IQOS ILUMA line

28/11/2022. We introduce you to the devices of the IQOS ILUMA line, customizable in every detail. Explore the collection of accessories and make your IQOS ILUMA model unique.


​​What are the differences between the IQOS ILUMA and IQOS 3 DUO models?

22/11/2022. What distinguishes IQOS ILUMA from IQOS 3 DUO? Let's compare the two models and explore the new superior user experience of the IQOS ILUMA line.


Discover the IQOS Black Friday November promotions on IQOS 3 DUO and accessories

21/11/2022. IQOS goes for color. Check out the dedicated Black Friday promotion for you: IQOS 3 DUO and a selection of colorful accessories at a special price.



18/11/2022. Let's explore the innovative SMARTCORE INDUCTION SYSTEM ™ of the IQOS ILUMA line, the bladeless induction system that heats designed tobacco sticks from the inside.


The differences between IQOS ILUMA PRIME and IQOS ILUMA

15/11/2022. Let's find out the features and differences between the two models of the new revolutionary line: IQOS ILUMA PRIME and IQOS ILUMA. IQOS ILUMA takes heated tobacco to the next level over previous IQOS models.


IQOS and electronic cigarette: a new world?

30/09/2019. Let's figure out together how two different technologies can satisfy a smokers’ common need: finding an alternative to cigarettes and traditional smoking without combustion, smoke, ash and smell.

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.