This invention relates to a particulate fluorescer and a process for preparing the same. More particularly the present invention relates to a bipolar particulate fluorescer for use in laundry detergent composition, fabric conditioner and cosmetic compositions and a process for making the same. In view of the foregoing, it is an object of the present invention to provide a fluorescer with improved retention to the fabric so that larger amounts of fluorescer will be available even after rinsing. It is yet a further object of the invention to provide a fluorescer with improved stability when formulated in cosmetic compositions. Surprisingly it has been found that fluorescer molecules tagged by surface reaction on to naturally occurring asymmetric clay surfaces, act as a fluorescer particle with improved retention properties, low fabric specificaly,higher stability in cosmetic formulations and/or yielding improved brightness to substrate (skin/fabric) on use and meets at least one of the above mentioned objects.
