The invention concerns a process for making personal care compositions and opacifying agents, and corresponding products, having a stable cloudy and milky appearance. The components are processed in a specific sequence in which titanium dioxide is added after thickening agent which comprises a hydrophilic colloid. The composition may, optionally, comprise calcium lactate, calcium lactate salts and combinations thereof. The products, and process, may also comprise the addition of other components such as filler, additives, colorants, cooling agents, warming agents, numbing agents, additional flavorings, active compounds, pharmaceutical actives and excipients or finished bases.