IQOS ILUMA Heated Tobacco System

IQOS is a leading brand in the heat-not-burn tobacco market, representing a significant shift in the tobacco industry toward smoke-free alternatives. Unlike traditional cigarettes that burn tobacco, the IQOS device heats specially designed tobacco sticks (such as TEREA or HEETS) to generate a nicotine-containing aerosol without combustion.

The brand was developed by Philip Morris International (PMI) as part of its 'Smoke-Free Future' initiative. While the technology was researched and developed primarily in Switzerland at PMI's R&D facilities, the hardware manufacturing for these electronic devices is centralized in Southeast Asia, particularly Malaysia and China. The brand has become a global leader in the heated tobacco category, marketed as a reduced-risk alternative for adult smokers who would otherwise continue to smoke.