An image forming apparatus operable in high-gloss and low-gloss image forming modes and which has an image forming unit for forming a toner image on a recording material; an image heating unit for heating the toner image on the recording material in a nip portion, the image heating unit having a rotary member contacting with the front surface of the recording material in the nip portion, and a belt contacting with the rear surface of the recording material in the nip portion; a unit for reversing the front surface and rear surface of the recording material heated in the nip portion, and reintroducing the recording material into the nip portion; and a cooling unit for cooling the recording material after reintroduced moving while keeping contact with the belt before the recording material is separated from the belt.