FenCellum HPMC E4M is a naturally derived, non-ionic, water-soluble thickener (viscosity and rheology modifier). Additionally, it provides co-emulsifying and co-suspending properties and performs as a film former and water-retention agent. FenCellum HPMC E4M has a high tolerance for salt and alcohol so it may be used in antibacterial hand gels and surfactant systems. In cleansing products it provides foam enhancement, leading to a richer and longer-lasting lather.