Editorial policy

Who writes the guides

Every guide on 10ML is written by the 10ML Fragrance Desk. The desk is not one person: it is the name for the work of writing, checking and updating our guides, done inside the 10ML team. That is why a guide carries the desk’s name rather than a personal byline.

You can find every guide 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 the desk, 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.

Our guides carry no advertising and no paid placements. A pick comes from our bestseller list or from the desk’s own 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.

AI assistance

We use AI tools to help draft our guides, and every guide is checked against our catalogue before it is published.