Editorial policy
How the guides on 10ML are written, checked, dated and corrected, in plain words.
Who writes the guides
Victoria Frolova, Michael Edwards and Luca Turin are the fragrance editors in 10ML’s marketing team. Each article and guide names one primary author from this team; the editors may collaborate on the work, while the byline identifies that primary author.
Meet them on the Meet our editorial team page, and find all guides on the guides page.
How a guide is made
Each guide starts from our own catalogue: the perfumes we sell, their sizes and prices, the notes on file for each perfume and, where we have them, community votes on how long a scent lasts and how far it carries.
Before an article is published, it is checked automatically against that catalogue. Every note it names must be on file for that perfume, every figure must be backed by the catalogue, and how a perfume wears is reported as the community vote, never as our promise. Every link must lead to a page that exists, and a draft that repeats long passages from another page is rejected.
Prices and counts on our guide pages are read from the live catalogue, not typed in, so they stay current. The perfumes a guide recommends and the questions it answers are chosen and revised by our editors, and every pick is a perfume from our catalogue.
When a guide compares 10ML with other shops, it uses only facts those shops publish, such as sizes, prices and delivery terms, and lists each source with the date we checked it.
How we decant
Every 10ML decant is filled from the original bottle of the perfume. About our decants explains how our decants are filled, what arrives at your door and how delivery and refunds work.
Independence
10ML is independent and is not affiliated with or endorsed by the perfume houses whose fragrances we sell. House and perfume names appear only so you know exactly which perfume a guide means.
10ML sells products its guides recommend, so these guides are marketing and editorial content rather than independent reviews. They carry no paid placements: a pick comes from our catalogue or editorial choice, never from a payment, and a guide links to another website only to name a source.
Corrections
If you spot a mistake in a guide, such as a wrong note, a figure that doesn’t match the product page or a link that goes nowhere, write to contact@10ml.com and tell us which page it is on.
We check every report against the catalogue. If the guide is wrong, we correct it, and because its text has changed, its date changes too. Questions and suggestions are welcome at the same address or through the contact page.
How we date guides
A guide shows the day it was first published. It shows an “Updated” date only when its text, its picks or its questions have changed; we never move a date just to make a page look fresh.
Prices, stock and the bestseller order update on their own and do not change a guide’s date. Tables built from live prices, like the price-per-ml index, say which day their figures are from.
Checked before publication
The primary author and any collaborating editors are responsible for the published copy. Every guide is written from a fact sheet: the notes on file for each perfume and, where a guide compares, named and dated sources. Prices are read from the live catalogue, and every text is checked against our catalogue before publication.