The History of IQOS in the Middle East, and Where RELX Middle East Fits In

By TEREA 365 Editorial · 26 July 2025 · updated 19 July 2025 · 7 min read

This guide traces how IQOS moved from a 2014 Japan launch to a fixture of Gulf smoking culture, covering the ILUMA lineup, TEREA flavours and UAE rules along the way. It also shows where RELX Middle East shoppers fit in, since TEREA 365 stocks RELX pods alongside IQOS, TEREA and HEETS.

The History of IQOS in the Middle East, and Where RELX Middle East Fits In

What Is IQOS, and How Is It Different From a Cigarette or a Vape?

IQOS is a heated tobacco system from Philip Morris International (PMI) that heats a specially made tobacco stick to around 350 degrees Celsius instead of burning it. Because the stick is real tobacco rather than an e-liquid, the draw and flavour read as tobacco, not the fruit or dessert notes typical of a vape.

The name is PMI's own shorthand for "I Quit Ordinary Smoking" - the label the company gave the device when it introduced heated tobacco as a middle option, aimed at adult smokers who wanted off traditional cigarettes but were not ready to move to an e-liquid vape. Heating rather than burning also means no ash builds up in the holder.

That mechanical difference - heat instead of flame - is the whole reason IQOS built a following distinct from both the cigarette aisle and the vape shop in this region, and it shapes almost everything else below, from device design to where it is legally sold.

When Did IQOS Launch, and How Did It Reach the Middle East?

IQOS first launched in 2014 in Japan and Italy, the two markets PMI chose to test consumer reaction before going wider. The Middle East followed soon after, becoming one of the earliest regions outside those launch markets to get the product as PMI's global rollout continued.

Entry across the region was staggered rather than simultaneous: the UAE, Egypt and Saudi Arabia each came on board through local distribution partnerships built to work within that country's own import and tobacco rules. PMI worked with established distributors, including Abdullah Al Hussaini, to bring devices and TEREA sticks into UAE retail within the law.

That early, partner-led entry is why the UAE in particular built a retail and delivery network around IQOS years before some of its Gulf neighbours had the same access.

Why Did IQOS Take Off Across the Gulf and in Egypt?

IQOS took off in the Gulf and in Egypt for a mix of practical and cultural reasons rather than one single push from PMI. In family-oriented households and shared social spaces, a product that does not leave a strong smoke smell behind is simply easier to live with day to day, whether that is at home, in the car, or in a majlis or office.

None of that makes the switch free of trade-offs. A device plus a steady supply of TEREA sticks costs more upfront than a pack of cigarettes, and running out of battery mid-day is an inconvenience cigarettes never had - so the appeal is about fit with a routine, not a universal upgrade for every smoker.

No lingering smoke smell in shared family or social spaces
Tighter smoke-free rules inside malls, hotels and other air-conditioned spaces
A modern, design-led image that matched Dubai, Riyadh and Doha's wider push toward newer products
A retail network of specialist sellers who could explain the device and keep stock moving

What Are the Legal Rules for IQOS in the UAE, Saudi Arabia, Qatar and Egypt?

Rules differ by country, so what applies in Dubai does not automatically apply next door. In the UAE, IQOS is legal and taxed under federal tobacco law, and it can only be sold or imported by licensed distributors. TEREA 365 operates as an independent retailer within that framework, with no affiliation to Philip Morris International or the IQOS, TEREA, HEETS or RELX brands.

In Saudi Arabia and Qatar, IQOS is available too, but each country sets its own import rules and tobacco tax policy, which is part of why pricing and product range can look different from the UAE. Egypt brought IQOS into the market alongside local partners as part of the government's own broader tobacco policy.

Because the legal position is set country by country, buy from a licensed retailer in the country you actually live in rather than assume a deal from elsewhere in the region will clear customs the same way.

What Challenges Does IQOS Still Face, Including Competition From RELX and Other Alternatives?

Two headwinds still slow IQOS down in the region. Regulatory approval and advertising rules vary by country, and in some markets that has delayed launches or restricted how the product can be marketed. Separately, there is genuine public confusion, among consumers and policymakers alike, about what heated tobacco actually is, made worse by inconsistent media coverage in places.

IQOS also competes for the same adult smokers as e-cigarettes, pod systems such as RELX, which has real reach across the RELX Middle East market, and nicotine pouches, most of which undercut IQOS on price and beat it on flavour variety. What keeps IQOS in the conversation is the tobacco-stick experience and the device design, not being the cheapest option on the shelf.

If price or flavour range matters most to you, a pod system may suit better; if a tobacco stick and a considered device matter more, IQOS stays the stronger fit. TEREA 365 stocks both IQOS and RELX, so compare rather than guess - message us on WhatsApp with what you are weighing up.

Which ILUMA Devices Are Most Popular in the Region, and Which Colours Sell Fastest?

Three ILUMA i devices account for most regional demand. The ILUMA i is the baseline model, using induction heating with no blade to clean between sticks. The ILUMA i Prime adds a leather or fabric wrap for a more tactile finish. The ILUMA i One is the compact, all-in-one build made for carrying around during the day.

Beyond the device itself, the accessories that move fastest are pack deals covering multiple TEREA packs, travel chargers and cases, and demand for these bundles jumps around Ramadan, UAE National Day and other seasonal periods.

Not every colour or bundle stays in stock through those peak weeks, so if you have a specific ILUMA i colourway in mind for Ramadan or National Day, check availability with us before the date gets close.

Aspen Green
Breeze Blue
Garnet Red
Purple
Midnight Black

Which TEREA Flavours Should First-Time Buyers Try?

TEREA sticks are made specifically for the ILUMA range and are sold across the UAE, Saudi Arabia and Egypt. Three flavours see the most repeat orders regionally, each landing on a different part of the flavour spectrum.

If you are coming straight from cigarettes, Smooth Regular is the more familiar starting point; Mint and Purple Wave read as more of a departure from that baseline. Flavour preference is genuinely personal, so buy a single pack before committing to a multi-pack deal in a flavour you have not tried.

TEREA Smooth Regular - milder, closer to a traditional cigarette taste
TEREA Mint - fresh and cool
TEREA Purple Wave - a fruitier, berry taste that skews toward younger smokers

Why Has Online Ordering Reshaped How People Buy IQOS in the UAE?

Online ordering did more for IQOS access in this region than any single physical shop could. Buyers can browse the ILUMA and TEREA range, compare devices and flavours, and order from home instead of hunting down a specific outlet, and delivery windows in cities such as Dubai, Abu Dhabi, Riyadh and Jeddah shortened to same-day or next-day as retailers built out logistics, backed by cash-on-delivery and WhatsApp support.

TEREA 365 runs on the same logic: order through WhatsApp on +971561652004, and delivery lands within 1-2 hours across Dubai, Sharjah and Ajman, or within 24 hours elsewhere in the UAE. Payment is cash or card on delivery, so there is nothing to enter online and nothing to wait on for a transfer to clear.

Those fast windows are a UAE-specific promise. If you are ordering from elsewhere in the Gulf, check your local retailer's own delivery times rather than assume the same turnaround.

What's Next for IQOS and TEREA in the Middle East?

Expect the ILUMA line to keep iterating rather than stand still - PMI has released a steady run of temperature-control and battery refinements to date, and there is no sign that pace is slowing. Wider regional retail and marketing expansion into markets such as Oman, Kuwait and Bahrain has also been widely flagged as a next step, though none of it is confirmed on a fixed date.

Regionally flavoured TEREA options, such as cardamom, rose or Arabic coffee-style profiles, have been floated in industry chatter and would fit the pattern of PMI tailoring flavours to local taste. Treat that as a direction of travel, not a promise.

Whatever ships next, current ILUMA devices and TEREA flavours are in stock now. Order through WhatsApp and we will confirm what is actually available today rather than what might arrive later.

Frequently asked questions

How much is a IQOS?

Price depends on which model you pick - ILUMA i, ILUMA i Prime and ILUMA i One sit at different price points, and TEREA pack pricing sits separately from the device itself. Because pricing and promotions shift, especially around Ramadan or UAE National Day, the fastest way to get today's figure is to message us on WhatsApp before you order.

How harmful is IQOS?

That is a health question, and as a retailer we are not in a position to make safety comparisons between IQOS and cigarettes or any other product. What we can say from handling the stock daily is that it heats tobacco rather than burning it, which changes the smell and ash you deal with. For anything beyond that, check official product information rather than retailer opinion.

How do I use IQOS TEREA sticks?

With an ILUMA i device, you insert a TEREA stick directly into the holder - there is no blade to insert or clean, since ILUMA i heats by induction. Close the holder, wait for it to signal ready, then draw on it the way you would a cigarette until the stick is spent, eject it, and insert a fresh one.

How do I buy IQOS in Dubai?

Message TEREA 365 on WhatsApp at +971561652004 with the device or TEREA flavour you want. Orders in Dubai, Sharjah and Ajman typically arrive within 1-2 hours; elsewhere in the UAE, allow up to 24 hours. Payment is cash or card on delivery, so you are never asked to enter card details online.

How do I pause an ILUMA i mid-session?

Pause behaviour differs across ILUMA generations, so rather than guess at a button sequence that might not match your exact device, check the quick-start guide that ships in the box, or ask us when you collect or receive your order. We can walk you through your specific model instead of a generic one.

How much nicotine is in IQOS?

Nicotine content varies by TEREA flavour and by the market it is sold in, and the figure is printed on the pack itself rather than being one fixed number across the range. If that detail matters to your decision, check the labelling on the specific pack you are buying rather than relying on a rough estimate.