What is hydroxyethyl cellulose: Hydroxyethyl cellulose is a white or light yellow, odorless, non-toxic powder or fibrous solid. In industry and laboratory synthesis is generally prepared by etherification reaction with alkaline cellulose and ethylene oxide (or chloroethanol). HEC is widely used in facial masks, facial cleansers, shampoos and other toiletries, and is a common rheological thickener and backbone component in mask serums, and it has a good skin feel such as lubrication and softness, and is more permeable to the skin. Shandong Zhongfu New Materials Co., Ltd can produce hydroxyethyl cellulose in cosmtics by itself.