SENSOGEL 200 is a novel rheology additive for the water phase of cosmetic products, and is consisted of a hydrophobic modified associative polymer, oil, emulsifiers, glycerin, and water. Through the hydrophobic association, the pendant hydrophobic groups of the associative polymer enhances its thickening power, its O/W emulsion stabilization ability, its own product stability, its synergy with other thickeners, and its electrolyte resistance. At the same time, it offers a fresh, soft, non-sticky elegant sensory at pick-up, rub-in, and after-application.