Provides a liquid base for a product.

Citric acid is a builder that can also be found in a wide array of household products, including laundry detergents, shampoos, and cleaners. Of course, citric acid is also found in citrus fruits, such as oranges, lemons, and limes. We use it to make a product formula clean better by affecting the molecules in the formula so that they work together better. Citric acid can also be used as a pH adjuster that alters the pH of a product to improve stability. Every formula has an optimum pH to make it work best. For example, a formula that’s more acidic works better for soap scum removal. Its opposite, a formula that’s more alkaline, might be more effective as a carpet cleaner. We use pH adjusters to make sure we achieve the best pH for a particular job. Also, the pH of a formula can affect how long it lasts within a container – for example limiting its tendency to corrode a can, container, or dispenser. We also sometimes use citric acid as a cleaning agent that removes hard water deposits, or as a chelator.

Sodium dodecylbenzene sulfonate is a cleaning agent, or "surfactant," that is one of a group of ingredients commonly used in bath products, cleansing products, shampoos, and hair conditioners. We use it in our products to remove dirt and deposits. In its liquid form, as we use it, it surrounds dirt particles to loosen them from the surface to which they are attached.

Ethoxylated Alcohol is a cleaning agent, or "surfactant," that can also be found in household cleaning products like all-purpose cleaners and automobile cleaning products. We use it in our products to remove dirt and deposits by surrounding dirt particles to loosen them from the surface they are attached to so that they can be rinsed away. Ethoxylated alcohol can also be used as an emulisifier. It helps bind ingredients together and keep a formula from separating. Over time, it is possible for formulas in a product to separate. We add emulsifiers to our products where needed to ensure that our products provide the same performance, use after use.

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