TOGETHER. FORWARD.​ Supported steps of progress​

Progress. It’s about striving to create a better future.

It’s about progress​

We all strive to create a better future, for ourselves, and for the people around us.​
If you’re an adult smoker looking for a better alternative to continued smoking, IQOS is here to support you in your journey. Just like the more than 28.6 million adult IQOS users around the world* who are already on that same journey.
* Status as of February 2024 Exclusive Heat-Not-Burn users that are using PMI heated tobacco sticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market Research.    
I IQOS because…​
IQOS Stories

Better choices are worth sharing with friends

Be the change. Register to get a referral code for an adult friend who smokes to redeem at check out on Help your adult smoking friends start their smoke-free journey today. ​


Tar is the residue from smoke after a cigarette is burned.

IQOS ILUMA does not produce tar because it heats tobacco instead of burning it. It generates an aerosol residue that is fundamentally different from tar and consists of significantly lower levels of harmful chemicals.*

Switching completely to IQOS ILUMA is less harmful than continuing to smoke.**
IMPORTANT INFORMATION: The absence of tar does not mean that IQOS ILUMA is risk free. IQOS ILUMA provides nicotine which is addictive.
* Reductions in levels of the 9 harmful chemicals the World Health Organization recommends to reduce in cigarette smoke, which do not include nicotine.
** Based on the totality of evidence available for IQOS in comparison with continuing to smoke. See Important Information on


Try an IQOS device at home for 14 days.