10ML puts 1,059 perfumes within reach of nearly 450 million Europeans

Dortmund-based 10ML says its catalog of original perfumes now reaches 26 EU countries, covering nearly 450 million people through a 10-language shop. The retailer is betting that small-format fragrances and cross-border delivery can widen access to designer and niche scents.

Why it matters: - 10ML is making a large perfume catalog available across most of the EU, with delivery to 26 countries and pricing in euros with VAT included. - The retailer is targeting shoppers who want original fragrances in travel sizes, a segment that appears to be growing.

What happened: - 10ML said its range now includes 1,059 original perfumes from 89 designer and niche houses. - The Dortmund-based retailer said the catalog is within reach of nearly 450 million people across the EU, based on Eurostat population data for the 26 countries it serves. - The shop operates in 10 languages: Czech, English, French, German, Greek, Hungarian, Italian, Polish, Romanian and Spanish. - 10ML delivers to every EU country except Ireland. - The company said the live catalogue and shop were reviewed on Oct. 13, 2026.

The details: - The range includes fashion and luxury houses such as Dior, Louis Vuitton, Hermès, Yves Saint Laurent, Giorgio Armani, Prada, Gucci and Valentino. - The range also includes perfume houses such as Creed, Maison Francis Kurkdjian, Parfums de Marly, Xerjoff, Amouage, Byredo, Le Labo and Frédéric Malle. - The catalog includes 2026 launches such as Parfums de Marly Althaïr Exclusif and Nasomatto Micodelirio. - Of the 1,059 perfumes, 311 are for women, 243 are for men and 505 are unisex. - Fifty-two niche houses account for 599 perfumes, while 37 designer houses account for 460. - Every perfume is available in 30ml. - 1,055 perfumes are also available in 3ml and 10ml. - A 3ml size starts at €5.53, VAT included. - 487 of the 1,055 3ml sizes cost less than €10. - Orders ship the next working day, Monday through Friday. - Standard delivery is free on orders of €75 or more in all 26 countries. - Each language has its own translated web addresses, product pages and guides. - The same range ships to cities including Lisbon, Warsaw, Athens and Stockholm. - In Dortmund, 10ML has opened what it says is the world's first AI perfume decanting pop-up. - 10ML buys from authorized EU distributors and directly from brands, then decants every perfume itself. - The company sells only original perfumes. - 10ML said its 3ml size equals about 60 sprays, or about 20 days of wear, while 10ml equals about 200 sprays and 30ml about 600.

Between the lines: - 10ML is pairing a broad EU footprint with small-format sampling, which lowers the barrier for customers to try premium fragrances without buying full bottles. - The company is also using localization as a growth lever, since language-specific storefronts can make cross-border perfume shopping feel more native. - Circana data cited by 10ML suggests the market for mini and travel-size prestige fragrances is expanding, with U.S. unit sales up 15% in the first half of 2025.

What's next: - 10ML appears positioned to keep expanding its EU reach around small-size fragrance sales and new launches. - The company also says its perfume price research is free to reuse under a CC BY 4.0 license.

The bottom line: - 10ML is trying to turn perfume discovery into a cross-border, multilingual and lower-cost shopping experience for nearly 450 million Europeans.