In cosmetics and personal care products, synthetic zeolites are used in a wide variety of product types. In facial masks zeolites control the rheology and tactile qualities of facial makeup and masks. In powders zeolites have an anti-caking and deodorizing function. When hydrated, zeolites produce a warming effect that promotes deep cleansing in facial and body scrubs. Zeolites also deodorize other odorous ingredients, e.g. in lotions, creams and pastes. Once activated with water, they produce smoothing, soothing and warming effects.