Tołpa ranks 4th of 17 brands in the Cleansers and make up removers category with a 8.19% share over the last four weeks.
The category leader is Garnier with a 40.37% share.
Its monthly share for October 2026 was 10.35%, compared with 9.18% the month before.
Data comes from the shopping lists of Listonic and Moja Gazetka app users and is updated weekly.
SUBCATEGORY CHARTS
Time to store
Shows how much time passes from adding a product from a given subcategory to a shopping list to the moment of purchase96 h(4 days)
Cleansers and make up removers
Type Planned | Over 72 h
Products added well in advance and purchased during planned, less frequent shopping trips. The long time from list to purchase reflects a deliberate, cyclical decision.Beard care
Scalp peelings
Serums, ampoules
Face masks, sheet masks
Hair colorization
Cleansing strips
Facials toners
Eye patches
Conditioners, hair masks, and oils
Dry shampoos
Cleansers and make up removers
Hand creams
Facial creams
0 h
6.4 h
13.1 h (1 day)
17.7 h (1 day)
35.7 h (1 day)
56.3 h (2 days)
57 h (2 days)
57 h (2 days)
59.5 h (2 days)
87.7 h (4 days)
96 h (4 days)
106.6 h (4 days)
128.7 h (5 days)
Median of the Cosmetics and skincare category: 128.7 h (5 days)
Body lotions
Makeup products
Shampoos
Bath salts, balls, and pearls
Foot creams and balms
Hair styling products
Nail polish removers and nail polishes
Protective lip balms
Perfumes
Sun protection
Body scrubs
147.7 h (6 days)
157.5 h (7 days)
161.1 h (7 days)
167.7 h (7 days)
192.8 h (8 days)
199.9 h (8 days)
229.3 h (10 days)
261.5 h (11 days)
305 h (13 days)
449.5 h (19 days)
868.1 h (36 days)
| Subcategory | RPR (%) |
|---|---|
| Beard care | 91% |
| Dry shampoos | 84% |
| Conditioners, hair masks, and oils | 83% |
| Bath salts, balls, and pearls | 83% |
| Cleansers and make up removers | 83% |
| Hair styling products | 82% |
| Cleansing strips | 82% |
| Nail polish removers and nail polishes | 82% |
| Sun protection | 82% |
| Hand creams | 81% |
| Foot creams and balms | 81% |
| Shampoos | 80% |
| Body lotions | 80% |
| Makeup products | 80% |
| Facial creams | 78% |
| Protective lip balms | 78% |
| Hair colorization | 77% |
| Scalp peelings | 76% |
| Perfumes | 75% |
| Eye patches | 74% |
| Serums, ampoules | 74% |
| Body scrubs | 74% |
| Facials toners | 74% |
| Face masks, sheet masks | 73% |
Real Purchase Rate (RPR)
The formula for calculating RPR
RPR =
Number of products marked as boughtNumber of products added to the list
x 100%| Miesiąc | BLI (%) |
|---|---|
| 2024-11-01T00:00:00 | 5.49% |
| 2024-12-01T00:00:00 | 4.89% |
| 2025-01-01T00:00:00 | 6.44% |
| 2025-02-01T00:00:00 | 4.78% |
| 2025-03-01T00:00:00 | 4.12% |
| 2025-04-01T00:00:00 | 3.82% |
| 2025-05-01T00:00:00 | 5.02% |
| 2025-06-01T00:00:00 | 4.06% |
| 2025-07-01T00:00:00 | 4.36% |
| 2025-08-01T00:00:00 | 7.33% |
| 2025-09-01T00:00:00 | 6.63% |
| 2025-10-01T00:00:00 | 9.31% |
| 2025-11-01T00:00:00 | 13.08% |
| 2025-12-01T00:00:00 | 13.41% |
| 2026-01-01T00:00:00 | 19.36% |
| 2026-02-01T00:00:00 | 15.76% |
| 2026-03-01T00:00:00 | 15.48% |
| 2026-04-01T00:00:00 | 13.90% |
| 2026-05-01T00:00:00 | 12.13% |
| 2026-06-01T00:00:00 | 8.52% |
| 2026-07-01T00:00:00 | 9.35% |
| 2026-08-01T00:00:00 | 8.40% |
| 2026-09-01T00:00:00 | 10.67% |
| 2026-10-01T00:00:00 | 11.49% |
6.00%
The indicator shows the difference between the last and first month within a selected range
BLI - Brand Loyalty Index
The formula for calculating BLI
BLI =
Number of additions Cleansers and make up removers with the brandAll additions Cleansers and make up removers
x 100%Show data up to:
Range:
| Miesiąc | Dodania z marką | Wszystkie dodania z kategorii |
|---|---|---|
| 2024-11-01T00:00:00 | 349 | 6358 |
| 2024-12-01T00:00:00 | 321 | 6558 |
| 2025-01-01T00:00:00 | 445 | 6914 |
| 2025-02-01T00:00:00 | 280 | 5852 |
| 2025-03-01T00:00:00 | 261 | 6336 |
| 2025-04-01T00:00:00 | 264 | 6908 |
| 2025-05-01T00:00:00 | 336 | 6699 |
| 2025-06-01T00:00:00 | 278 | 6850 |
| 2025-07-01T00:00:00 | 314 | 7199 |
| 2025-08-01T00:00:00 | 266 | 3630 |
| 2025-09-01T00:00:00 | 213 | 3211 |
| 2025-10-01T00:00:00 | 317 | 3404 |
| 2025-11-01T00:00:00 | 503 | 3847 |
| 2025-12-01T00:00:00 | 505 | 3766 |
| 2026-01-01T00:00:00 | 829 | 4282 |
| 2026-02-01T00:00:00 | 504 | 3197 |
| 2026-03-01T00:00:00 | 535 | 3456 |
| 2026-04-01T00:00:00 | 495 | 3561 |
| 2026-05-01T00:00:00 | 433 | 3569 |
| 2026-06-01T00:00:00 | 512 | 6011 |
| 2026-07-01T00:00:00 | 866 | 9265 |
| 2026-08-01T00:00:00 | 710 | 8452 |
| 2026-09-01T00:00:00 | 915 | 8575 |
| 2026-10-01T00:00:00 | 995 | 8659 |
Additions of a product from category Cleansers and make up removers
The method of counting additions changed in June 2026 – comparisons with periods before that date may not be fully reliable.
Show data up to:
Range:
Number of additions Cleansers and make up removers
Number of additions Cleansers and make up removers with the brand
The data for the analysis comes from shopping lists in Listonic and Moja Gazetka. The study has been supplemented with data from Moja Gazetka since October 2024.From June 2026 the method of counting additions has been refined: re-marking a product as to buy after it was previously checked off as bought (an "uncheck") now also counts as an addition to the list. This change affects data from June 2026 onwards – worth bearing in mind when comparing with earlier periods.
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