An APEO-free, solvent-free, hydrophobically modified, alkali-soluble emulsion (HASE) thickener for latex coatings. Thisexhibits low-shear (Brookfield) viscosity build comparable to high molecular weight HEC thickeners, leading to a highly shear-thinning rheology profile that can helps build sag resistance and help reduce pigment settling in latex coatings. Supplied as a low viscosity liquid that is easy to handle and incorporate during the manufacturing process.