In this work the physicochemical behavior of a series of phytosterol ethoxylates in water is presented. The influence of the length of the polyoxyethylene chain is studied. The surfactant solutions have been examined by means of birefringent microscopy, surface tension, self-diffusion 1H NMR, dynamic and static light scattering, and rheology. The surfactants with a hydrophilic chain of 10 oxyethylene units or more gave a micellar region. The CMC values were generally very low and a reverse relationship between the CMC value and the polyoxyethylene chain length was obtained. The time required to reach equilibrium surface tension was very long, more than 150 min. For the hydrophobic surfactants large lamellar regions appeared while for the more hydrophilic surfactants cubic and hexagonal structures were present which remained stable up to temperatures of 100 degrees C. In the micellar region prolate aggregates were formed which showed "ghostlike" behavior, consisting of cross-linked micelles with very fast relaxation times. Copyright 1999 Academic Press.