An APEO-free*, solvent-free*, hydrophobically modified, alkali-soluble emulsion (HASE) rheology modifier for waterborne coatings. The product is effective in improving the high shear (ICI) viscosity of waterborne coatings, resulting in coatings that have high film build characteristicsfor improved hiding and appearance. It is delivered as a low viscosity liquid to allow for easy handling and easy incorporation during the manufacturing process.