during mixing is not unique to PVA—in fact hardly a formula for paint exists that doesn't at least require some care in mixing. Clays - attapulgite which also disperses suspensions, bentonite (both flocculating and non-flocculating), and other montmorillonite clays. Usually clays, when dry, exist as a very fine powder, facilitating dispersion and compatibility with other ingredients. Clays generally make matte surfaces, in spite of their fine particulate nature. Not only paints and inks, but other industries such as pharmaceutical, construction, and cosmetics, especially hair styling aids and facial detoxifying masks increasingly favor bentonite and attapulgite clays over other rheology modifiers, dispersion aids, opacifying fillers, antifoam, and numerous niche uses which exploit the numerous inherent qualities which have drawn artisans to this material. Clays are sustainably sourced and do not involve any egregious environmental damage, which were among the cheapest bulk materials until recently, when the pricing went up steadily, following the upsurge in its use pattern. Cellulosics - CMC, HMC, HPMC, and others, are chemically substituted cellulose macromolecules. The hydroxyl groups are substituted by other functional groups, such as methyl or propyl. The amount of substitution and molecular weight determine viscosity of the solution, assuming concentration stays the same; adding more also increases viscosity. Sulfonates - Sodium or calcium salts, good water retention, versatile, and highly efficient. Gums - guar, xanthan, cellulose, locust bean, and acacia are the main ones. Saccharides - carrageenan, pullulan, konjac, and alginate, sometimes called hydrocolloids, these thickeners are extremely versatile and specific in function—each has a series of grades or types which behave differently, for example kappa carrageenan will form strong gels (potassium activated) but iota carrageenan will not form gels and only thickens. Proteins - Casein, collagen, and sometimes albumin. Modified castor oil - much like cellulose, castor oil has hydroxyl groups, unlike other oils which at most have double bonds, which castor oil also has, but most substitutions occur at the hydroxyl moieties, allowing exotic derivatives with myriad properties. The most recent advances in rheology modifiers have been in this category. The BASF corporation has a new line based on castor oil derivatives, for example. Organosilicones - Silicone resins, dimethicones, and modified silicones simplify formulation somewhat, a borrowing from cosmetics. All of the above rheology modifiers are used in the 0.2% to 2.0% range Petrochemistry In petrochemistry, gelling agents, also called solidifiers, are chemicals capable of reacting with oil spills and forming rubber-like