10ML tops 100,000 customers as perfume range expands

10ML says it now serves more than 100,000 customers and has crossed a €10 million annual revenue run rate, driven by a catalog of 1,059 original perfumes from 89 designer and niche houses. The Dortmund retailer is also expanding its multilingual EU footprint and planning more AI perfume pop-ups.

Why it matters: - 10ML is scaling fast in Europe’s fragmented perfume market, with more than 100,000 customers and a catalog that lets shoppers sample scents before buying full bottles. - The company’s mix of designer and niche brands, plus small-format atomisers, targets consumers who want more choice and less risk. - 10ML says its assortment and pricing research are free to reuse under a CC BY 4.0 license.

What happened: - 10ML said it now serves more than 100,000 customers. - The Dortmund-based retailer said it has passed €10 million in annual revenue run rate. - The company said its live catalog contained 1,059 original perfumes from 89 designer and niche houses as of Oct. 13, 2026. - The company was set up in 2025.

The details: - The assortment includes 37 designer houses with 460 perfumes and 52 niche houses with 599 perfumes. - Every perfume is available in 30ml. - 1,055 of the perfumes are also available in 3ml and 10ml sizes. - Every one of the 52 niche houses has perfumes in 3ml. - At 30ml, niche perfume costs a median 48% more per ml than designer perfume on 10ML’s price-per-ml index, VAT included. - 10ML’s shop runs in 10 languages: German, French, Italian, Spanish, Polish, Romanian, Czech, Hungarian, Greek and English. - The company uses translated web addresses, product pages and guides for each language. - Orders ship to 26 EU countries, meaning every EU country except Ireland. - Eurostat says those 26 countries are home to more than 446 million people. - 10ML said it buys only from authorized EU distributors and directly from brands. - The retailer said it decants every perfume itself. - 10ML has opened what it calls the world’s first AI perfume decanting pop-up in Dortmund. - The company has more pop-ups planned for France, Barcelona and Milan. - 10ML has committed €35 million over three years to AI, technology, inventory and expansion.

Between the lines: - The customer count and revenue run rate suggest 10ML is trying to prove that decanted, travel-size perfume can scale beyond a niche hobby market. - The heavy share of niche houses points to a strategy built around discovery, sampling and price comparison rather than mass-market volume alone. - The 10-language setup and EU-wide shipping show a cross-border approach from the start, which can help a young retailer grow faster without relying on one national market.

What’s next: - 10ML plans additional AI perfume pop-ups in France, Barcelona and Milan. - The company’s €35 million spending plan points to continued investment in technology, inventory and expansion. - 10ML is likely to keep leaning on its sample-size model as it tries to convert more shoppers into repeat buyers.

The bottom line: - 10ML is positioning itself as a pan-European perfume retailer built on sampling, multilingual commerce and niche-brand discovery.