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Effectiveness of the ingredients is a feature in the development of personal cleansing formulations. Rinse-off products should be thickened, not only because it would be easy to dose it but also because it is more attractive for the consumers.
Bath foam or shampoo should be as milder as possible towards our skin, especially if formulations are designed for delicate or sensitive skin.
There are a lot of ingredients available for the formulator that help to build up viscosity: amides, ethoxylated esters and of course sodium chloride

ZETEMOL AL is a brilliant thickener also at very low concentration, because it is highly effective: ...