The present invention discloses a process for producing light colored polyalkylated arylalkyl sulfonic acids. The polyalkylated arylalkyl sulfonic acids may be further neutralized with alkalis or amines to form the corresponding light colored sulfonated salts. The present invention also makes manufacture of polyalkylated arylalkyl sulfonic acids possible as first intent products using an inexpensive and simple reaction. The structure of the polyalkylated arylalkyl sulfonic acids produced using the process described in the present invention is shown below: ##STR00001## Where R.sub.1, R.sub.2 and R.sub.3 are each separately and independently H, alkyl (branched or linear C1 to C30), R.sub.4.dbd.CH.sub.3(CH.sub.2)oCH(CH.sub.2)pCH.sub.3 m+n=4 to 28 o+p=3 to 27.