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 746in Sep '25–Aug '26
↑ 83.5% YoYYoY = (Sep '25–Aug '26 vs Sep '24–Aug '25)Rank in category
3/6
of 6 subcategoriesOrganic additions
78.5%
Ads 21.1% | Leaflets 0.5%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 '24 | 439 | 6654 | 1455 | 276 | 185 | 158 |
| Oct '24 | 468 | 6062 | 1596 | 374 | 194 | 211 |
| Nov '24 | 483 | 6358 | 1776 | 365 | 233 | 212 |
| Dec '24 | 497 | 6558 | 1568 | 400 | 223 | 218 |
| Jan '25 | 535 | 6914 | 1795 | 476 | 333 | 242 |
| Feb '25 | 439 | 5852 | 1498 | 503 | 275 | 191 |
| Mar '25 | 502 | 6336 | 1498 | 431 | 267 | 317 |
| Apr '25 | 503 | 6908 | 1558 | 383 | 262 | 202 |
| May '25 | 540 | 6699 | 1725 | 440 | 273 | 202 |
| Jun '25 | 519 | 6850 | 1822 | 392 | 219 | 291 |
| Jul '25 | 476 | 7199 | 1901 | 384 | 249 | 300 |
| Aug '25 | 455 | 3630 | 1810 | 438 | 203 | 324 |
| 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 | 4772 | 8195 | 7315 | 1438 | 576 | 957 |
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 | 94 |
| Jul | 117 |
| Aug | 378 |
| Sep | 63 |
| Oct | 66 |
| Nov | 68 |
| Dec | 64 |
Facials toners combine rapid growth with a sharply concentrated August opportunity: Year-over-year additions rose 83.5%, placing the category third of six; its seasonality index reaches 378 in August, versus 59 in February. The direction broadly matches the group: four of five peers grew, with changes ranging from -26.6% for Cleansers and make up removers to 173.8% for Serums, ampoules. Peer-specific seasonality indices are not supplied.
2. How do Poles plan to buy in the “Facials toners” subcategory?
SourcesFacials toners – source mix
| Sources | Value |
|---|---|
| From leaflets | 75 |
| From ads | 3494 |
| Organic | 13033 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Facials toners | 0.45 | 21.05 | 78.5 |
| Cleansers and make up removers | 3.39 | 0.01 | 96.6 |
| Facial creams | 4.04 | 12.66 | 83.3 |
| Face masks, sheet masks | 25.03 | 0.04 | 74.93 |
| Serums, ampoules | 17.18 | 29.88 | 52.94 |
| Cleansing strips | 6.15 | 0 | 93.85 |
Facials toners – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Sep '24 | 0 | 0 | 439 |
| Oct '24 | 0 | 0 | 468 |
| Nov '24 | 1 | 0 | 482 |
| Dec '24 | 0 | 0 | 497 |
| Jan '25 | 1 | 0 | 534 |
| Feb '25 | 2 | 0 | 437 |
| Mar '25 | 1 | 0 | 501 |
| Apr '25 | 1 | 0 | 502 |
| May '25 | 1 | 0 | 539 |
| Jun '25 | 1 | 0 | 518 |
| Jul '25 | 1 | 0 | 475 |
| Aug '25 | 2 | 0 | 453 |
| 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 | 3493 | 1279 |
Brands from the “Facials toners” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Ava | 0 | 3933 | 75 |
| Ziaja | 20 | 0 | 1124 |
| Garnier | 5 | 0 | 254 |
| Nivea | 1 | 0 | 222 |
| Bielenda | 14 | 0 | 193 |
| Eveline | 11 | 0 | 150 |
| Isana | 5 | 0 | 105 |
| AA | 0 | 0 | 79 |
| Vianek | 0 | 0 | 61 |
| Lirene | 0 | 0 | 44 |
Facials toners are unusually advertising-led for Facial care: In August, ads generated 82.5% of additions and organic activity 17.5%, while leaflets contributed just one addition. The ad share is above every peer, including Serums, ampoules at 29.88%, and the organic share is below all peers, whose range runs from 52.94% for Serums, ampoules to 96.60% for Cleansers and make up removers.
