Luca Turin — Fragrance editor, 10ML marketing

Articles and guides

• Article

  How many new perfumes launch each year: what three fragrance databases counted, 2010 to 2025

  Two of three public fragrance databases, read by 10ML in October 2026, list far more perfumes per release year than a decade ago. Here are the counts, why they disagree and why they are not market launches.

• Article

  Perfume gift sets vs decants: what a Christmas perfume gift costs per ml in 2026

  10ML priced official perfume gift sets on EU house stores per ml of perfume, beside the same bottle. Most sets with extra perfume came in below it; every set padded only with lotions or candles came in above. Checked in October 2026.

• Article

  Perfume samples price per ml in 2026: travel sprays, minis, discovery sets and decants, measured

  10ML priced the travel sprays, minis, refills and discovery sets of 24 perfumes on 12 official EU house stores in October 2026 and set them beside its own decants, per ml.

• Article

  Tom Ford Dupes 2026: The Leading Clones for 10 Perfumes

  Ten Tom Ford perfumes, the clones that lead each of our single-perfume guides and what backs them, plus why a 3ml decant of the original is the fairest first test.

• Article

  Creed Virgin Island Water Dupes 2026: 6 Picks Compared

  Six Virgin Island Water dupes, from Malibù to Gorse, with the source behind each and where it parts from the Creed. Or wear the coconut and lime original first as a 3ml decant.

• Article

  Gentle Fluidity Silver Dupes 2026: 6 Picks Compared

  Four Gentle Fluidity Silver clones and two related perfumes from other houses, weighed on sources, differences and price. Or start with the original Silver as a 3ml decant.

• Article

  Tom Ford Neroli Portofino Dupes 2026: 6 Picks Compared

  Five clones and one classic cologne weighed against Neroli Portofino, with the source behind each verdict. Or wear the Tom Ford citrus itself first as a 3ml decant.

• Article

  Tom Ford Noir Extreme Dupes 2026: 6 Picks vs a 10ml Decant

  Five clones and one designer scent set against Noir Extreme, plus the price maths that makes a decant of the original a real contender. Start with a 3ml.

• Article

  Light Blue Dupes 2026: 6 Picks Compared

  Six Light Blue dupes compared on their notes, their sources and their price, and why a 3ml of the Dolce&Gabbana original may be the better first move.

• Article

  By the Fireplace Dupes 2026: 7 Clones and What Each Keeps

  Seven By the Fireplace dupes set against the original's clove, chestnut and vanilla, with what each one keeps and drops. Or start with a 3ml of the real thing.

• Article

  Stronger With You Intensely Dupes 2026: 6 Clones Compared

  Six Stronger With You Intensely dupes, from the closest dry-down to the lowest-priced bottle, with what each one changes. Or wear the Armani original first as a 3ml decant.

• Article

  Montale Arabians Tonka Dupes 2026: 6 Clones vs the Original

  Six Arabians Tonka dupes, what named sources say about each, and how each one differs from the Montale. Or try the original first in a 3ml decant.

• Article

  Black Opium Dupes 2026: 6 Clones vs the Original

  Six Black Opium dupes compared on notes, named sources and price, with where each one parts from the original. Or wear Black Opium itself first as a 3ml decant.

• Article

  Pacific Chill Dupes 2026: 6 Clones vs the Original

  Six Pacific Chill dupes compared on published notes, named sources and dated prices, with where each one differs. Or wear the Louis Vuitton original first as a 3ml decant.

• Article

  Erba Pura Dupes 2026: 6 Clones vs the Original

  Six Erba Pura dupes compared on their notes, their sources and their price, with where each one parts from the original. Or wear the real thing first as a 3ml decant.

• Article

  Santal 33 Dupes 2026: 7 Clones vs the Original

  Seven Santal 33 dupes compared on notes, character and price, with where each one drifts from the original, or wear Le Labo's own as a 3ml decant.

• Article

  Blue Talisman Dupes 2026: 7 Clones vs the Original

  Seven Blue Talisman dupes compared on their published notes, with where each one drifts from the Ex Nihilo original, or wear the real thing first as a 3ml decant.

• Article

  Delina Dupes 2026: 7 Clones vs the Original

  Seven Parfums de Marly Delina dupes compared on notes and on where each one drifts from the original, or wear the real Delina first as a 3ml decant.

• Article

  Ombre Nomade Dupes 2026: 6 Clones vs the Original

  Six Ombre Nomade dupes compared on the oud, raspberry and smoke they share and where each one falls short. Or wear the original first as a 3ml decant.

• Article

  YSL Libre Dupes 2026: 6 Clones vs the Original

  Six YSL Libre dupes compared on notes, character and a dated bottle price, including which ones really follow Libre Intense. Or wear Libre itself first as a 3ml decant.

• Article

  Baccarat Rouge 540 vs Extrait: two note lists under one name

  Baccarat Rouge 540 leans on sugar, fir resin and amberwood; the Extrait swaps them for bitter almond, musk and cashmeran. Both pyramids compared, and how to choose on your own skin.

• Article

  The best Diptyque perfumes, and a first three to try

  Nine Diptyque perfumes grouped by style, from green fig and bright orange to rose, soft musk and warm sandalwood, with a first three to wear before you buy a bottle.

• Article

  The best Jo Malone perfumes to start with, and how to combine them

  Eleven Jo Malone London scents grouped by style, from salty and fresh to dark and spiced, plus the pairings worth trying and how to wear two small decants before you buy a bottle.

• Article

  The best Louis Vuitton perfumes, and which to try first

  Twelve Louis Vuitton perfumes grouped by style, from citrus and sea to rose and dark oud, with a first three to wear in a small size before you buy a full bottle.

• Article

  Christmas perfume gifts: give three to try, not one guessed bottle

  A full bottle is a guess when you cannot smell it first. How to read someone's taste from what they already wear, and sixteen perfumes to build a gift of three small bottles.

• Article

  What does Delina smell like? Delina vs Valaya and Delina Exclusif, by their notes

  Delina is rose and litchi, Delina Exclusif adds oud and amber, and Valaya is white musk and peach. How the three Parfums de Marly scents differ, and how to choose before you buy a bottle.

• Article

  Eros vs Eros Flame (and Dylan Blue): how the Versace scents differ, by their notes

  Eros is mint over vanilla, Eros Flame is citrus and pepper over warm wood, and Dylan Blue is watery and clean. How the three Versace scents differ, and how to choose one without smelling it first.

• Article

  The best jasmine perfumes: sambac, fresh, sweet and dark

  Jasmine can be green and bright, warm and nutty, sugary or smoky. Twelve jasmine perfumes grouped by how the flower shows up, and how sambac differs from jasmine in a blend.

• Article

  Ombre Leather vs Tuscan Leather: the soft one and the loud one

  Two Tom Ford leathers, a decade apart. Ombre Leather is the smoother, quieter one; Tuscan Leather is rawer, fruitier and louder. Here is how they differ and how to choose.

• Article

  The best rose perfumes, grouped by the note that sits beside the rose

  Rose changes character with its partner. Fourteen rose perfumes grouped by that partner, from oud and fruit to musk, vanilla and spice, and how to wear yours before buying a bottle.

• Article

  Stronger With You Intensely vs Absolutely, plus the Parfum and two more

  Intensely is toffee, cinnamon and suede; Absolutely is rum, davana and chestnut. Five Stronger With You perfumes compared note by note, and which two to wear side by side.

• Article

  The best wedding perfume: how to choose it, and wear it first

  The right wedding perfume suits the season, the hour and a day of hugs. Twelve perfumes grouped by the kind of wedding they fit, and how to wear your shortlist before the day.

• Article

  What does La Vie Est Belle smell like? The notes, and nine perfumes that share them

  La Vie Est Belle is iris wrapped in praline, over vanilla, tonka bean and patchouli. How it moves from first spray to dry-down, and nine perfumes that share its notes, from sweeter to drier to lighter.

• Article

  What does patchouli smell like? Earthy, sweet or dark

  Patchouli smells earthy, woody and faintly sweet, and it hides in far more perfumes than you think. Twelve that show its sides, from sugary to fresh.

• Article

  What does vetiver smell like? Earthy, green and smoky

  Vetiver smells earthy, green and dry, with a woody edge and sometimes smoke. What the note is, why fresh scents rely on it, and twelve perfumes that show it from clean to smoky.

• Article

  What is tonka bean, and what does it smell like in perfume?

  Tonka bean is the warm, sweet note of vanilla, almond and hay behind many men's scents. What it is, how it smells, and twelve perfumes where it leads.

• Article

  The best winter fragrance for men: warm scents for the office and the evening

  Fourteen men's winter fragrances chosen by community season votes, split into warm scents for the office and richer ones for the evening, and how to wear one before you buy the bottle.

• Article

  Best perfume for women: 18 picks by style, from fresh to amber

  The best perfume for women is the one in the style you already love. Eighteen women's perfumes grouped by style, compared side by side, and a three-decant way to find yours before you buy a bottle.

• Article

  The best vanilla perfumes, by the kind of vanilla you like

  Vanilla is not one smell. Seventeen vanilla perfumes grouped by style, boozy, ambery, gourmand, creamy, powdery and fresh, compared side by side, with picks for men and women and a way to find yours.

• Article

  How long does a 10ml bottle of perfume last?

  About 200 sprays, which is roughly two months at three sprays a day. Here is the maths for every routine, and what decides how long the scent itself stays on your skin.

• Article

  Perfume layering: a simple guide, with pairings to try

  Layering two fragrances can give you a scent nobody else wears. These are the rules that make it work, the mistakes that make it muddy, and five pairings built from real notes.

• Guide

  Decant or full bottle? The price per ml, worked out

  What a perfume decant costs per ml next to a full bottle, worked out from the 10ML catalogue, and when each one is the better buy.

• Guide

  The best niche perfumes to try as a decant

  Niche perfumes worth wearing before you buy the bottle, picked from the 10ML bestseller list, in 3ml, 10ml and 30ml decants.

• Guide

  Build your own perfume discovery set

  Your own perfume discovery set: pick perfumes from any house as 3ml or 10ml decants, instead of one house’s box of vials. Here is how the two compare.

• Guide

  Summer perfumes

  Summer perfumes from the 10ML catalogue: the bestsellers wearers vote for hot days, in 3ml, 10ml and 30ml decants, so you can wear one before you buy a bottle.

• Guide

  Spring perfumes

  Spring perfumes from the 10ML catalogue: the bestsellers wearers vote for mild days, in 3ml, 10ml and 30ml decants, so you can wear one before you buy a bottle.

• Guide

  About our decants: original perfume, filled by hand

  How 10ML decants are filled by hand from original bottles, sealed and labelled, shipped across the EU, and covered by a 30-day money-back guarantee.

• Guide

  10ML vs Scentbird: one-off decants or a monthly vial

  10ML and Scentbird compared on sizes, price per ml, commitment and delivery, with sources: one-off decants in 3ml, 10ml and 30ml, or a monthly 8ml vial.

• Guide

  The best niche perfumes for men

  The niche perfumes for men our shoppers choose most, from houses that put the perfume first, each one a 3ml, 10ml or 30ml decant of the original.