On the one hand, non-geometric fluxes appear in four-dimensional gauged supergravities, through specific terms in the potential. These terms are of phenomenological interest, as they can help with moduli stabilization or de Sitter solutions. On the other hand, non-geometry can be found in ten-dimensional string backgrounds, for which stringy symmetries are allowed to serve as transition functions between patches. In this talk, I will present recent results clarifying the relation between these two concepts, possibly leading to new physics. By rewriting the NSNS Lagrangian in terms of new fields, we make the non-geometric fluxes appear, for the first time, in ten dimensions. Additionally, this can restore a standard notion of geometry. A dimensional reduction is then allowed, and leads to recover the non-geometric terms of the four-dimensional scalar potential. In doubled field theory, introducing the new fields and studying the diffeomorphism invariance provides a more geometrical interpretation to the non-geometric fluxes. Finally, I will discuss relations to the non-commutativity of open, and closed, string coordinates.