Perfume Retailer 10ML Hit Revenue Milestones
The European fragrance company announced a 10 million euro revenue run rate and plans for a major expansion.
Updated on Oct. 14, 2026 in Retail
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Fragrance retailer 10ML has reached an annual revenue run rate of 10 million euros and surpassed 100,000 customers. The company, which specializes in decanted perfumes, plans to use a new 35 million euro investment to scale its operations across Europe.
Why it matters
This significant capital injection aims to solidify the company as the largest perfume retailer in Europe through advancements in AI technology and inventory management. The expansion strategy seeks to broaden the availability of its decanted fragrance offerings beyond its current reach in 26 countries.
The retailer sells 1,059 original perfumes sourced from 89 designer and niche houses. It maintains a 35 million euro investment commitment to fund its AI, technology, and logistical infrastructure.
The players
10ML
An international perfume retailer based in Germany that specializes in selling decanted fragrances.
The details
Founded in Dortmund, Germany, in 2025, 10ML procures fragrances from authorized EU distributors and niche brands before decanting them in-house for sale. The company currently supports operations in 10 languages and ships across 26 European Union nations.
Timeline
The company was founded in Dortmund, Germany, in 2025.
On October 8, 2026, 10ML conducted price research on Lancôme products.
On October 14, 2026, the company announced its financial and customer milestones.
Market Landscape
This move capitalizes on the growing demand for affordable fragrance access by leveraging AI to streamline the decanting process. It positions the firm to challenge traditional retail models by scaling a niche service into a pan-European distribution network.
Customers in 26 EU countries can access a catalog of over 1,000 perfumes, often at prices significantly lower than original retail bottles. Shoppers should expect more localized service as the company expands its physical pop-up presence to cities like Milan, Barcelona, and sites in France.
The takeaway
The rapid growth of 10ML highlights a shift toward accessible, high-end fragrance options through innovative supply chain models. Consumers looking to sample luxury scents can utilize such services to bypass the high entry price of full-size original perfume bottles.
Further reading
Learn more about the evolving landscape of Retail.
More information
For more information on the current catalog and shipping policies, visit the 10ML perfume retailer website.
Source note: This article includes information reported by The Manila times.
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