Aristoflex® AVS is a synthetic polymer used as gelling agent for aqueous systems and as texturizer, thickener for oil-in-water emulsions. The polymer is pre- neutralized, easy to use and provides formulations with excellent yield value, corresponding to superior stability even in the absence of additional emulsifier. Emulsions formulated with Aristoflex® AVS provide favorable shear thinning effects and viscoelastic properties. Besides the rheological aspects, excellent sensory properties (good skin feel, low degree of stickiness and/or tackiness) characterize formulations comprising Aristoflex® AVS.