Rheology, the study of the flow and deformation of matter, can be a daunting subject for scientists new
to this field. However, its importance in characterization and optimization of formulations is indisputable. This
review intends to provide basic and practical rheological notions in order to better understand the key concepts
such as shear stress, shear rate, viscosity, elastic and viscous moduli and phase angle, and learn to distinguish
between flow and oscillation experiments. We will explain the different rheological behaviors such as shear thinning,
thixotropy or viscoelasticity. Throughout this review, these concepts will be illustrated with examples taken
from pharmaceutical and cosmetic formulations. Rheology is a broad subject and this review does not intend to be
comprehensive, but rather to be concise and pedagogical.