What the numbers mean
A ratio of 1:10 means 1 part product to 10 parts water: not 10 parts total. Add them together and you get 11 parts. So a 1 litre bottle at 1:10 takes 1000 ÷ 11 = 91 ml of product, topped up with 909 ml of water, not 100 ml of product, which is what "1 part in 10" sounds like it should mean if you don't stop to think about it.