Updated May 2026: The IQOS range has changed since this article was first published. The ILUMA lineup is now the main range, using bladeless induction heating instead of the original blade system, and the next-generation ILUMA i ONE is rolling out shortly. We've updated this guide to reflect what's currently available.
The IQOS lineup in 2026
If you're looking at IQOS today, the range looks quite different from a few years ago. The ILUMA series is now the flagship — and it's a proper step up from the older blade-based models.
There are three devices in the current lineup. The IQOS ILUMA One is the entry point — compact, simple, and affordable. The IQOS ILUMA sits in the middle with a pocket charger and more battery life. And the IQOS ILUMA Prime is the premium option with better materials and a magnetic lid.
The big difference: all ILUMA devices use induction heating rather than a blade. That means no cleaning, no broken blades, and a more consistent experience. They use TEREA sticks instead of HEETS — so if you're upgrading from an older model, you'll need to switch your tobacco sticks too. HEETS were discontinued globally in 2025 alongside the older Originals and Duo devices.
A new device, the IQOS ILUMA i ONE, is rolling out shortly. Sign up on our IQOS collection page for restock alerts.
If you're just starting out, the ILUMA One is the practical pick — lower upfront cost, fewer parts to worry about. Browse the full IQOS range or our broader heated tobacco collection to compare.
This guide covers what IQOS is, how it works, how it compares to cigarettes and vaping, and how to use the current ILUMA devices. Skip ahead if you've got a specific question.
What is IQOS?
IQOS, a brand owned by Philip Morris International (PMI), specialises in producing heated tobacco products. Heated tobacco devices are largely believed to reduce the risks associated with tobacco use by heating the tobacco rather than burning it.
They're marketed as a less harmful alternative to cigarettes for people looking to reduce their exposure to harmful smoke. The reasoning: when tobacco is heated rather than burned, the levels of harmful chemicals (carbon monoxide and others) are significantly lower than in cigarette smoke.
How does IQOS work?
IQOS devices use what's called "heat-not-burn" technology. Specially designed tobacco sticks are gradually heated to around 350°C — well below the 800°C+ a cigarette reaches. At that temperature, the tobacco releases a nicotine-containing aerosol without combustion. You inhale the vapour the same way you would a cigarette, but there's no smoke, no ash, and far less lingering smell.
The current ILUMA range uses an induction system: a small metal element built into each TEREA stick is heated by a magnetic field generated by the device. The older Originals and Duo devices used a ceramic blade pushed into the tobacco. Both produced vapour, but the induction approach is cleaner and needs no maintenance.
Who owns IQOS?
IQOS is owned by Philip Morris International (PMI), one of the largest tobacco companies in the world. PMI's brands include Marlboro, ZYN, Veev, Chesterfield, and IQOS. Their products are sold in more than 180 countries.
What does IQOS stand for?
IQOS isn't an acronym, despite the popular "I Quit Ordinary Smoking" interpretation that floats around online. It's just the brand name. PMI never confirmed any official meaning behind the letters.
Is IQOS legal in the UK?
Yes. IQOS is regulated under the same Tobacco Products Directive (TPD) framework as cigarettes. You must be 18 or over to buy. Devices and sticks must come from licensed retailers — anything from grey-market sites is likely either old stock, mislabelled, or counterfeit (a particular issue with TEREA right now).
Where can I buy IQOS in the UK?
Right here at Grey Haze. Our IQOS range covers ILUMA devices and accessories, plus the full TEREA stick range from £6.95 a pack (or 10 packs for £66 with our multi-buy). Free UK delivery over £20. Note: HEETS sticks were discontinued globally in 2025 — if you used to buy them, TEREA is your replacement.
IQOS vs cigarettes
Wondering whether switching to IQOS makes sense for you? Here are the practical comparisons.
Is IQOS healthier than smoking?
Carefully worded: the evidence so far suggests IQOS is lower-risk than smoking, but it's not risk-free. PMI's clinical data — scrutinised by the US FDA, who authorised IQOS in 2020 as a "modified risk tobacco product" — shows reductions in many of the harmful chemicals associated with cigarette smoke. Public Health England's 2018 evidence review also described heat-not-burn products as lower in toxicants than cigarettes.
That doesn't make IQOS safe in absolute terms. Cancer Research UK's position remains that stopping smoking entirely is by far the best move for your health. The NHS still positions licensed nicotine replacement therapy and vaping as the recommended cessation routes. Heated tobacco is a harm-reduction option for people who haven't been able to quit, not a healthy choice on its own merits.
Should I switch from cigarettes to IQOS?
If you've tried vaping and it didn't suit you — and you're still smoking — heated tobacco often clicks where e-liquid didn't. The throat hit, ritual, and tobacco taste are closer to a cigarette than vaping is. Beyond that:
- TEREA costs less than a pack of cigarettes — £6.95 vs £14–16 for 20.
- No lighter or ash.
- Far less smell on clothes, hair, and rooms.
- Less impact on people around you.
If you're not currently a smoker, don't start. The reduced-risk framing only makes sense relative to cigarettes — it doesn't make heated tobacco a casual choice.
Is IQOS more expensive than cigarettes?
Upfront, yes. The IQOS ILUMA One Starter Kit sits around £19 RRP. Once you have a device, though, TEREA sticks are £6.95 a pack — significantly cheaper than cigarettes day-to-day. Most pack-a-day smokers recoup the device cost within a few weeks. Over a year the savings can run to several hundred pounds.
Is one IQOS equivalent to one cigarette?
One TEREA stick lasts roughly 6 minutes or 14 puffs (whichever comes first), which is comparable to a cigarette. PMI engineered the session length to mirror a typical smoking session as closely as possible. Nicotine delivery per stick is similar to a cigarette, though the heating-not-burning method changes how it's absorbed.
What are the benefits of using IQOS?
The common list:
- Reduced exposure — heating rather than burning produces fewer harmful chemicals than cigarette smoke.
- Lower running cost — TEREA at £6.95/pack vs cigarettes at £14–16/pack.
- No smoke or ash — less smell, less mess.
- Authentic tobacco taste — real tobacco, not e-liquid.
- Wide flavour range — TEREA offers Classic (Amber, Yellow, Russet, Sienna, Teak), Menthol (Blue, Green, Turquoise), and Aromatic (Mauve Wave, plus Pearl variants).
IQOS vs vape
Trying to decide whether IQOS or a vape kit suits you? Here's how the two compare.
Is IQOS a vape?
No. IQOS heats real tobacco. A vape heats e-liquid (a mix of propylene glycol, vegetable glycerine, flavourings, and usually nicotine). Different products, different sensations. PMI does sell vape products under separate brands — Veev being one — but IQOS itself is heated tobacco, not vaping.
Is IQOS better than a vape?
Different tools for different jobs. IQOS suits people who specifically want the tobacco taste and ritual close to a cigarette. Vapes suit people who'd rather move away from tobacco taste entirely and choose from fruit, menthol, dessert, or sweet flavours. Vapes also let you tune nicotine strength up or down over time, which IQOS doesn't.
Health-wise, vapes are generally considered lower-risk than heated tobacco because there's no actual tobacco involved. Both still contain nicotine, which is addictive. Neither is risk-free. The NHS specifically backs vaping as a cessation tool; it doesn't take the same line on heated tobacco.
What are the negative effects of IQOS?
Heated tobacco is lower-risk than smoking, not no-risk. Real tobacco is in every TEREA stick, so the underlying issues — nicotine addiction, cardiovascular impact, oral health concerns — don't go away. Some users report dry throat, mild cough, or temporary mouth irritation, particularly in the first weeks of switching from cigarettes.
The long-term picture is still being built. PMI's data shows reductions in known harmful chemicals, but there isn't 30 years of independent research like there is for smoking. If you don't currently use tobacco, don't start using IQOS either.
How to use IQOS
Below is a quick run-through of using the current ILUMA devices. For a fuller walkthrough including troubleshooting, see our practical IQOS ILUMA guide.
How to use IQOS ILUMA
The IQOS ILUMA Starter Kit includes a holder and pocket charger.
- Charge fully first. Both holder and pocket charger need to be at full charge before first use. Plug the pocket charger into a USB-C cable; full charge takes 90–120 minutes.
- Check the device is ready. Hold the button on the pocket charger for 4 seconds. If you see two sets of LED lights — vertical plus two circular — it's ready.
- Insert a TEREA stick. Pick a flavour, take a stick from the pack, and slide it into the holder up to the line, filter facing up. The device will vibrate and the light will pulse to confirm.
- Inhale. When the holder vibrates a second time and the light goes solid, draw on the mouthpiece as you would a cigarette. Each TEREA stick lasts 14 puffs or 6 minutes.
How to use IQOS ILUMA One
The IQOS ILUMA One is an all-in-one — no separate holder. About 20 sessions on a full charge.
- Charge fully. Same routine as ILUMA, just one device instead of two.
- Wake it up. Hold the side button for 4 seconds to switch on. Tap once to check battery.
- Insert a TEREA. Slide open the cap at the top. Push the stick in filter-up until the grey line is almost flush.
- Heat. Press the button to start. The device vibrates twice — once when heating starts, once when it's ready (about 20 seconds).
- Inhale. Same 6 minutes / 14 puffs.
How long does IQOS take to charge?
About 2 hours (135 minutes) to fully charge the pocket charger. The holder itself only takes around 10 minutes to top up between sessions.
What does the IQOS red light mean?
A red light usually means a fault — solid or blinking. First step: try charging the device, in case it's a low-battery issue. If it's still red after charging, hold the button for 10 seconds to reset (the device will vibrate). If neither works and the device isn't unusually hot or cold, contact IQOS UK support for a warranty claim — most ILUMA devices carry 12 months of cover from purchase date.
Can I still use HEETS?
HEETS were discontinued globally in 2025 alongside the IQOS Originals and Duo devices. If you've still got an old device with HEETS in stock, you can keep using them until you run out — but no new HEETS are being made. The replacement is TEREA, which only works with the ILUMA family. Our HEETS vs TEREA switching guide covers the flavour mapping if you're moving across.
Ready to try IQOS?
Browse our full range of IQOS devices and TEREA tobacco sticks. All flavours in stock, free UK delivery over £20, multi-buy 10 packs for £66.
IQOS FAQs
What is IQOS and how does it work?
IQOS is a heat-not-burn tobacco device made by Philip Morris. Instead of burning tobacco like a cigarette, it heats specially designed tobacco sticks to around 350°C. At that temperature, the tobacco releases a nicotine-containing vapour without combustion — so there's no smoke, no ash, and significantly less smell. The current ILUMA models use induction heating with a metal element inside each TEREA stick.
Is IQOS better for you than cigarettes?
IQOS isn't risk-free, but the science suggests it's a better option than smoking. Because there's no combustion, users are exposed to far fewer harmful chemicals compared to cigarettes. Public Health England's position on heated tobacco is that it sits between smoking and vaping in terms of reduced risk. It's not harmless — but if you're a smoker who can't or won't quit nicotine entirely, it's a step in the right direction.
How much does IQOS cost to run?
There's an upfront cost for the device itself, but the ongoing running costs are lower than cigarettes. A pack of 20 TEREA sticks costs £6.95 — significantly less than a £14–16 pack of cigarettes. Most users find they get through roughly the same number of sticks as they would cigarettes. Over a month, the savings add up — especially if you were previously on 20 a day. The device pays for itself fairly quickly.
Are HEETS still available?
No. HEETS were discontinued globally in 2025. The IQOS roadmap is now ILUMA-only, with TEREA as the supported tobacco stick. If you used to buy HEETS, our switching guide maps each old HEETS flavour to its closest TEREA match.
What's the new IQOS ILUMA i ONE?
It's the next-generation entry-level IQOS device, replacing the current ILUMA One. Same single-piece form factor, improved hardware, and reportedly better battery life. We're expecting stock shortly — sign up on the IQOS collection page for restock alerts.
