For consumers, the texture before and during use provides a memorable sensory experience, which will favor product re-purchase. Rheology modifiers are critical to matching the sensory and aesthetic properties desired by consumers. They are a broad category of ingredients that provide a range of performance enhancements to personal care products, They can improve product stability and dispensability. They can thicken, thin or stabilize products for suspensions, emulsions or even gels. They can improve product stability, dispensability and functionality. Rheology modifiers help with deposition of other ingredients, improve foam or lather, and modify skin feel of cosmetic formulations.