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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.

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 tip that worth for two.

Do you want to be part of IQOS world?

Ask for the invitation corde to an IQOS user friend and discover how to purchase your first device with 10€ discount.

Discover more

If you already use IQOS.

Share your invitation code with your adult smoker friends and you can have the chance to get up to 20€ voucher discount.

Invite friends

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.

Buy now

Buy now

Hard to choose?

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

Compare and buy

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


IQOS ILUMA: the advantages of alternatives to the traditional cigarette

10/03/2023. Why choose IQOS ILUMA? Discover every benefit of heat-not-burn tobacco and the differences between IQOS ILUMA, cigarettes and electronic cigarettes.


Discover the new IQOS ILUMA ONE and the promotion to buy IQOS 3 DUO

01/03/2023. February starts with a surprise: IQOS ILUMA ONE has arrived, the last device of IQOS ILUMA range. You can also buy IQOS 3 DUO with and accessory at a special price. Discover more.


Enter the IQOS world with the «Invite a friend» initiative

01/03/2023. Enter in the IQOS world with an invitation code of an IQOS user friend or if you have a device, share your invitation code with your adult smoker friends.


IQOS ILUMA ONE. All the difference between the new device and the others.

06/02/2023. IQOS ILUMA devices, including IQOS ILUMA ONE, take heated tobacco to the next level over previous IQOS models. Let's find out the features and differences between the new IQOS ILUMA ONE and the two heated tobacco devices: IQOS ILUMA PRIME and IQOS ILUMA.


Where to find the SMARTCORE STICKS™ for IQOS ILUMA

05/12/2022. Search your nearest tobacco store where to findSMARTCORE STICKS™ for IQOS ILUMA. You will also be able to check product availability.


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.