Elementis enters household market with Rheoclean rheology portfolio
Key takeaways
- Elementis has entered the HI&I market with its new Rheoclean rheology modifier portfolio.
- Rheoclean supports viscosity control, suspension, flow behavior, and formulation stability across cleaning applications.
- The portfolio also offers added benefits such as limescale repellency and improved fabric softness.
Elementis has expanded into the Household, Industrial, and Institutional (HI&I) market with the launch of a rheology modifier portfolio. The global specialty chemicals company says Rheoclean leverages its expertise in rheology and formulation science and translates it into cleaning and home care products.
The portfolio is compatible with applications across multipurpose cleaners, hard surface cleaners, and fabric conditioners.
The company cites heightened consumer demand for formulations that marry performance, stability, ease-of-use, and sustainability. Elementis says the Rheoclean portfolio is uniquely positioned to support formulators to meet these demands through rheology technologies that optimize viscosity, suspension, flow behavior, and overall formulation performance.
“Expanding into the HI&I market is a natural extension of our expertise in rheology and formulation solutions,” says Nirali Surati, global director, New Markets Development at Elementis.
Elementis has launched Rheoclean for household, industrial, and institutional cleaning applications.
“With Rheoclean, we are bringing customers proven technologies that help solve complex formulation challenges, improve product performance, and accelerate innovation across a broad range of cleaning applications.”
The portfolio is said to offer multifunctional benefits such as increased limescale repellency, improved fabric softness, while ensuring formulation stability and viscosity control.
“These solutions enable formulators to create differentiated products that meet both technical requirements and evolving consumer preferences,” says Elementis.
In another personal care industry move last year, Elementis acquired Alchemy Ingredients for US$22 million on a cash-free, debt-free basis. The deal was part of Elementis’ strategy to accelerate its sustainable, long-term growth and gain a stronger market position in the expanding natural cosmetics sector.
Alchemy Ingredients develops rheology modifier ingredients for the personal care industry, including skin care and cosmetic applications.
