10ML opens AI perfume pop-up in Dortmund, plans expansion to France, Barcelona and Milan

10ML has opened what it calls the world’s first AI perfume decanting pop-up in Dortmund, Germany, and says France, Barcelona and Milan are next. The move brings the retailer’s online model into physical retail as it pushes a catalogue of 1,059 original perfumes across 26 EU countries.

Why it matters: - The Dortmund pop-up gives 10ML a physical store format for a business that already sells across Europe. - The concept could help more shoppers sample perfume in person before buying decanted travel sizes. - 10ML says the pop-up is the world’s first AI perfume decanting pop-up.

What happened: - 10ML opened the pop-up in Dortmund, Germany, on Oct. 15, 2026. - The company said it is working on additional pop-ups in France, Barcelona and Milan. - 10ML said the new locations follow the markets it already serves online.

The details: - 10ML sells 1,059 original perfumes from 89 houses across 26 EU countries. - The catalogue includes designer and niche brands such as Dior, Guerlain, Tom Ford, Louis Vuitton, Hermès, Yves Saint Laurent, Creed, Maison Francis Kurkdjian, Parfums de Marly, Xerjoff and Amouage. - The retailer offers 3ml, 10ml and 30ml sizes filled from original bottles. - Live-catalogue figures from Oct. 13, 2026, show 52 niche houses and 37 designer houses. - Guerlain has 44 perfumes in the range, followed by Xerjoff with 40, Tom Ford with 37, Creed with 36, Amouage with 35 and Dior with 34. - Every perfume is available in 30ml, and 1,055 of the fragrances are also sold in 3ml and 10ml sizes. - The shop runs in 10 languages, including German, French, Spanish, Italian, Polish, Romanian, Czech, Hungarian, Greek and English. - 10ML delivers to every EU country except Ireland. - Orders ship on the next working day, Monday through Friday. - 10ML said it buys only from authorized EU distributors and directly from the brands. - 10ML decants every perfume itself. - The company was set up in 2025. - 10ML says its perfume price research is free to reuse under a CC BY 4.0 license. - The company lists a website at More information and social accounts on Instagram, TikTok, Facebook, Pinterest, YouTube, X, Threads and LinkedIn.

Between the lines: - The pop-up is a bet that sampling still drives perfume discovery, even as e-commerce handles the transaction. - 10ML is leaning on multilingual retail and broad EU shipping to mirror the biggest fragrance markets in the bloc. - The company’s expansion plan suggests the physical concept may be a test for larger European rollout, not a one-off event. - 10ML said perfume is chosen on the skin, framing the pop-up as a way to turn browsing into trying.

What’s next: - 10ML is planning pop-ups in France, Barcelona and Milan. - The company may use the Dortmund location to gauge demand for similar physical retail formats in other major EU markets. - Future growth will likely hinge on whether in-person sampling increases conversion for its decanting model.

The bottom line: - 10ML is trying to turn digital perfume discovery into an in-person retail experience, starting in Dortmund and aiming next at some of Europe’s biggest fragrance markets.