Cleansers and make up removers
The “Cleansers and make up removers” subcategory includes 17 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.
Cleansers and make up removers – shopping list additions
61 385in Oct '25–Sep '26
↓ -15.4% YoYYoY = (Oct '25–Sep '26 vs Oct '24–Sep '25)Rank in category
1/6
of 6 subcategoriesOrganic additions
92%
Ads 0% | Leaflets 7.9%1. “Cleansers and make up removers” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Cleansers and make up removers | Facial creams | Facials toners | Face masks, sheet masks | Serums, ampoules | Cleansing strips |
|---|---|---|---|---|---|---|
| Oct '25 | 3404 | 1560 | 442 | 469 | 186 | 308 |
| Nov '25 | 3847 | 1611 | 454 | 585 | 271 | 327 |
| Dec '25 | 3766 | 1639 | 386 | 552 | 421 | 331 |
| Jan '26 | 4282 | 2480 | 475 | 874 | 473 | 382 |
| Feb '26 | 3197 | 1634 | 377 | 572 | 308 | 353 |
| Mar '26 | 3456 | 1740 | 445 | 643 | 315 | 395 |
| Apr '26 | 3561 | 3807 | 490 | 551 | 3633 | 324 |
| May '26 | 3569 | 2841 | 555 | 654 | 532 | 337 |
| Jun '26 | 6011 | 2099 | 777 | 760 | 449 | 645 |
| Jul '26 | 9265 | 3175 | 1136 | 1378 | 638 | 931 |
| Aug '26 | 8452 | 7471 | 4809 | 1482 | 593 | 1003 |
| Sep '26 | 8575 | 5019 | 1437 | 1390 | 734 | 838 |
Cleansers and make up removers – 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 | Cleansers and make up removers – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 100 |
| Feb | 81 |
| Mar | 88 |
| Apr | 94 |
| May | 92 |
| Jun | 115 |
| Jul | 147 |
| Aug | 108 |
| Sep | 106 |
| Oct | 85 |
| Nov | 91 |
| Dec | 92 |
The subcategory is declining and has the slowest growth among the comparable subcategories: across 61,385 additions over 12 months. Year over year, it recorded a decline of 15.4% year over year. The seasonal index peaks in July at 147 and reaches a low of 81 in February.
2. How do Poles plan to buy in the “Cleansers and make up removers” subcategory?
SourcesCleansers and make up removers – source mix
| Sources | Value |
|---|---|
| From leaflets | 4876 |
| From ads | 12 |
| Organic | 56497 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Cleansers and make up removers | 7.94 | 0.02 | 92.04 |
| Facial creams | 7.62 | 18.66 | 73.72 |
| Facials toners | 1.08 | 29.83 | 69.09 |
| Face masks, sheet masks | 35.47 | 0.05 | 64.48 |
| Serums, ampoules | 20.04 | 38.19 | 41.77 |
| Cleansing strips | 6.82 | 0 | 93.18 |
Cleansers and make up removers – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Oct '25 | 157 | 0 | 3247 |
| Nov '25 | 407 | 1 | 3439 |
| Dec '25 | 359 | 0 | 3407 |
| Jan '26 | 818 | 4 | 3460 |
| Feb '26 | 348 | 1 | 2848 |
| Mar '26 | 444 | 0 | 3012 |
| Apr '26 | 299 | 0 | 3262 |
| May '26 | 352 | 0 | 3217 |
| Jun '26 | 337 | 0 | 5674 |
| Jul '26 | 511 | 1 | 8753 |
| Aug '26 | 198 | 1 | 8253 |
| Sep '26 | 646 | 4 | 7925 |
Brands from the “Cleansers and make up removers” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Garnier | 1537 | 0 | 1169 |
| Nivea | 631 | 0 | 760 |
| Ziaja | 240 | 4 | 763 |
| Eveline | 271 | 0 | 377 |
| Cien | 239 | 0 | 239 |
| Tołpa | 168 | 1 | 217 |
| Isana | 67 | 0 | 127 |
| Cerave | 61 | 0 | 72 |
| Bioderma | 6 | 0 | 92 |
| Resibo | 8 | 0 | 48 |
Consumer-led activity dominates, while advertising is an unused channel in Cleansers and make up removers: organic additions account for 92.0% of additions over 12 months, while leaflet-driven additions make up 7.9% of additions over 12 months; advertising generated just 12 additions from advertising over 12 months. The advertising share is lower than in four of the five comparable subcategories.
