Elementis expand into home care and cleaning sectors
With Rheoclean, Elementis positions itself as a solutions provider that can address formulation complexities in the competitive HI&I segment, where brands increasingly seek ingredients that deliver both functional performance and sustainability credentials.
UK – Elementis has officially entered the Household, Industrial, and Institutional (HI&I) cleaning sector with the launch of Rheoclean, a new portfolio of rheology modifiers designed to enhance formulation performance across a wide range of cleaning applications.
This strategic move marks a significant diversification for the global speciality chemicals company, extending its established expertise in rheology and formulation science, previously concentrated in personal care, into the broader home and industrial care market.
According to Elementis, the decision responds to growing consumer demand for cleaning products that balance high performance, stability, ease of use, and sustainability.
The Rheoclean portfolio is engineered to provide formulators with advanced control over critical product attributes, including viscosity, suspension stability, flow behaviour, and overall formulation consistency.
Beyond core rheological functions, the portfolio offers multifunctional benefits such as limescale repellency, reducing mineral buildup in hard water conditions, and improved fabric softness, enhancing textile care in laundry applications.
These capabilities make Rheoclean compatible with a broad spectrum of HI&I products, including multipurpose cleaners, hard surface cleaners, and fabric conditioners, enabling brands to develop differentiated offerings that meet both technical specifications and evolving consumer preferences
Nirali Surati, Global Director of New Markets Development at Elementis, described the expansion into HI&I as a “natural extension” of the company’s core competencies.
“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,” Surati stated.
The launch follows Elementis’ 2025 acquisition of Alchemy Ingredients for USD 22 million, a strategic move aimed at strengthening its position in the natural cosmetics and personal care rheology market and underscoring the company’s broader strategy of leveraging rheology expertise to drive sustainable, long-term growth across adjacent sectors.
The portfolio’s ability to support stable, high-performance formulations while offering added benefits like limescale protection and fabric care may appeal to manufacturers aiming to innovate in a crowded and rapidly evolving market.
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