Sizes, and who is buying
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The consumer bottle
Around 500 ml, ready to use, with a trigger, bought partly on appearance because enthusiasts display their products. This is where the packaging spend belongs and where a clear bottle showing a colored liquid earns its keep.
The professional format
Larger, plainer, bought on cost per use by somebody doing this all day. The trigger matters more than the label, and durability under heavy use matters more than either.
The concentrate
Small, robust, shipped cheaply, with the dilution instruction prominent. It serves both buyers and it is the format the VOC dilution provision treats most favorably.
Enthusiasts buy ranges, not products
Somebody detailing a car buys six bottles that sit together on a shelf, which makes consistency across the range a real commercial factor. A mixed set of formats looks like a collection of experiments.
Sampler sizes work in this category
Buyers like trying a product before committing, and small sizes sell as kits and gifts. The lower end of this shelf supports that well, and the label content is modest compared with a supplement or a sunscreen.
Cost a bottle as a bottle
A 100 ml and a 500 ml cost nearly the same to fill, label and move, so costing from a per-milliliter figure flatters the small one. Decide what each format has to earn on its own terms.
Decide the range, then the sizes
If the plan is six products a customer buys together, the format question is settled once for all six rather than six times. Mixed necks and mixed heights across a range cost you both the shelf presentation and the simplicity of ordering one trigger in volume.