10ML 2026 Perfume Price Report

10ML’s 2026 report on what perfume costs: the same bottle on the houses’ own stores across EU countries, niche against designer per ml, gift sets against bottles, and the price per ml by size. Every figure names its source and the day it was checked, and the data is free to download.

By Editorial policy

Key findings (October 2026)

Built from 3,169 prices across the 1,059 perfumes 10ML carries and from official house-store prices in 13 EU countries. Each finding names its data and the day it was read.

  • Same perfume, different country. A 100ml Lancôme La Vie Est Belle cost €177.78 (Hungary) and €139.00 (Germany) on the house’s own country stores: 27.9% more for the same bottle (8 October 2026).

    Country price studyCSVJSON

  • Most country gaps are small. Across the 27 perfumes priced in at least two of the 13 countries, the median gap between the cheapest and the dearest country was 5.1%, and 11 cost the same in every country where they were sold (8 October 2026).

    Country price studyCSVJSON

  • Niche against designer. In a 30ml at 10ML, niche perfume costs a median €3.06 per ml and designer perfume €2.07, so niche costs 48% more per ml (10ML member price, VAT included, 13 October 2026).

    Price-per-ml IndexCSVJSON

  • The top of the range. The highest price per ml at 10ML is No. 1 Clive Christian for men: €16.84 per ml in a 30ml, €505.26 (10ML member price, VAT included, 13 October 2026).

    Price-per-ml IndexCSVJSON

  • Size. A 30ml costs a median 28% less per ml than a 3ml of the same perfume (10ML member price, VAT included, 13 October 2026).

    Price-per-ml IndexCSVJSON

  • Gift sets. Of 24 gift sets on official house stores, 13 cost more per ml of perfume than the same perfume bought as a regular bottle. The median premium was 5.6%, the highest 54.5% (8 October 2026).

    Gift set studyCSVJSON

  • Dupes. 264 dupes made by 90 other houses cost a median 85% less per ml than the 57 originals they are made to resemble (prices checked 27 September 2026 to 12 October 2026).

    Dupe price listCSVJSON

  • Trying the original. In 241 of 267 pairs, a 3ml of the original at 10ML costs less than the dupe’s whole bottle (10ML member price, VAT included, 13 October 2026).

    Dupe price listCSVJSON

Key figures

How we source these numbers

Every figure names its source and the day we checked it. A figure from a market researcher, a tax authority or a company report is quoted as its publisher defines it, with what it covers and for which year. A figure marked 10ML analysis is our own arithmetic, shown with its method; prices from the 10ML catalogue are the 10ML member price, VAT included, across the perfumes 10ML stocks, never a market average. How we write and correct pages is in our editorial policy.

Research and data

Each piece explains its method and lists its sources. Where it has a table, the data is a free download under CC BY 4.0.

Sources

  1. Statista Market Insights: Fragrances, worldwide · checked 8 October 2026
  2. Econ Market Research: Luxury Niche Perfume Market · checked 8 October 2026
  3. 10ML Price-per-ml Index · checked 13 October 2026
  4. Tax Foundation: VAT Rates in Europe, as of January 2026 · checked 8 October 2026

10ML is independent and is not affiliated with or endorsed by the perfume houses whose fragrances we sell.