Elementis announced its expansion into the Household, Industrial and Institutional (HI&I) market with its portfolio of RHEOCLEAN® rheology modifiers, building on decades of expertise in rheology and formulation science to help customers develop distinct, high-performing cleaning and home care products. The RHEOCLEAN® portfolio supports a wide range of applications, including multipurpose cleaners, hard surface cleaners and fabric conditioners.
As consumer expectations continue to evolve, formulators face increasing demands for products that combine performance, stability, convenience and sustainability. Elementis is uniquely positioned to support these needs through advanced rheology technologies that help optimise 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,” said Nirali Surati, Global Director, New Markets Development. “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 RHEOCLEAN® portfolio includes technologies designed to perform beyond rheology, offering benefits such as increased limescale repellency, improved fabric softness ensuring a premium end-user feel whilst ensuring a stable formulation and reliable viscosity control. These solutions enable formulators to create differentiated products that meet both technical requirements and evolving consumer preferences.
Backed by Elementis’ global technical network and deep application expertise, the company is committed to partnering with customers to develop innovative, high-performance solutions for the growing HI&I market.
