Disclosed are aqueous hair setting compositions comprising, as the sole
hair fixative component, rheology modifying, hair setting, associative
polymers (RMHS), which are the polymerization product of a monomer
mixture comprising an acidic vinyl monomer; and an associative monomer.
The hair setting compositions provide surprisingly good to excellent hair
setting efficacy, based on high humidity curl retention. A wide range of
rheological characteristics was achieved together with good clarity and
aesthetic product properties. Particularly preferred rheology modifying
hair setting associative polymers are certain hydrophobically modified
alkali-swellable and alkali-soluble associative polymers (ASAP) and HASE
polymers disclosed herein. Also disclosed are methods of setting hair
using RMHS polymer-containing compositions.