Facials toners
The “Facials toners” subcategory includes 26 brands present on Polish shopping lists in the Listonic and Moja Gazetka apps. Click a brand to see its detailed analysis, or scroll down to check the subcategory's overall shopping trends, its position relative to others, and the source of additions. Data updated monthly.
Facials toners – shopping list additions
10 783in Sep '25–Aug '26
↑ 84.1% YoYYoY = (Sep '25–Aug '26 vs Sep '24–Aug '25)Rank in category
3/6
of 6 subcategoriesOrganic additions
67%
Ads 32.4% | Leaflets 0.6%1. “Facials toners” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Facials toners | Cleansers and make up removers | Facial creams | Face masks, sheet masks | Serums, ampoules | Cleansing strips |
|---|---|---|---|---|---|---|
| Sep '25 | 437 | 3211 | 1440 | 357 | 181 | 348 |
| Oct '25 | 442 | 3404 | 1560 | 469 | 186 | 308 |
| Nov '25 | 454 | 3847 | 1611 | 585 | 271 | 327 |
| Dec '25 | 386 | 3766 | 1639 | 552 | 421 | 331 |
| Jan '26 | 475 | 4282 | 2480 | 874 | 473 | 382 |
| Feb '26 | 377 | 3197 | 1634 | 572 | 308 | 353 |
| Mar '26 | 445 | 3456 | 1740 | 643 | 315 | 395 |
| Apr '26 | 490 | 3561 | 3807 | 551 | 3633 | 324 |
| May '26 | 555 | 3569 | 2841 | 654 | 532 | 337 |
| Jun '26 | 777 | 6011 | 2099 | 760 | 449 | 645 |
| Jul '26 | 1136 | 9265 | 3175 | 1378 | 638 | 931 |
| Aug '26 | 4809 | 8452 | 7471 | 1482 | 593 | 1003 |
Facials toners – monthly seasonality (index, 100 = average)
Shows which months are "hot" or "slow" for this category. Same-named months from different years are averaged together (e.g. every January), then each of those averages is compared to the average across all months. 100 = typical level, above 100 = peak season, below 100 = slower season, 0 = no data for that month.
| Month | Facials toners – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 73 |
| Feb | 59 |
| Mar | 68 |
| Apr | 72 |
| May | 79 |
| Jun | 93 |
| Jul | 116 |
| Aug | 380 |
| Sep | 63 |
| Oct | 66 |
| Nov | 68 |
| Dec | 64 |
Facials toners increased year over year, but its pace versus other subcategories is unavailable: over the 12-month window, it recorded 10,783 additions, with 84.1% year-over-year growth. A comparison of growth pace and growth ranking against the other subcategories is not reported.
2. How do Poles plan to buy in the “Facials toners” subcategory?
SourcesFacials toners – source mix
| Sources | Value |
|---|---|
| From leaflets | 64 |
| From ads | 3495 |
| Organic | 7224 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Facials toners | 0.59 | 32.41 | 67 |
| Cleansers and make up removers | 7.6 | 0.01 | 92.39 |
| Facial creams | 6.33 | 20.64 | 73.03 |
| Face masks, sheet masks | 33.95 | 0.06 | 65.99 |
| Serums, ampoules | 18.54 | 40.72 | 40.74 |
| Cleansing strips | 7.14 | 0 | 92.86 |
Facials toners – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Sep '25 | 0 | 0 | 437 |
| Oct '25 | 0 | 1 | 441 |
| Nov '25 | 0 | 0 | 454 |
| Dec '25 | 1 | 0 | 385 |
| Jan '26 | 2 | 0 | 473 |
| Feb '26 | 6 | 0 | 371 |
| Mar '26 | 3 | 0 | 442 |
| Apr '26 | 21 | 0 | 469 |
| May '26 | 13 | 0 | 542 |
| Jun '26 | 11 | 0 | 766 |
| Jul '26 | 7 | 0 | 1129 |
| Aug '26 | 0 | 3494 | 1315 |
Brands from the “Facials toners” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Ava | 0 | 3934 | 76 |
| Ziaja | 19 | 0 | 641 |
| Garnier | 5 | 0 | 137 |
| Bielenda | 14 | 0 | 117 |
| Nivea | 0 | 0 | 128 |
| Eveline | 9 | 0 | 79 |
| Isana | 2 | 0 | 60 |
| AA | 0 | 0 | 45 |
| Vianek | 0 | 0 | 23 |
| Lirene | 0 | 0 | 15 |
Organic additions dominate Facials toners, while paid impulse is high relative to most other subcategories: across the 12-month window, organic additions accounted for 67.0%, ads for 32.4%, and leaflets for 0.6%. The organic share was higher than in two of five other subcategories, including Face masks, sheet masks at 66.0%, but lower than in three, including Facial creams at 73.0%. The ad share was higher than in four of five other subcategories.
