Abstract: A new class of highly reactive vinyl-polymerizable monomers having surfactant properties is provided by the esters of acrylic, methacrylic and crotonic acids and the mono- and di-esters of maleic, fumaric, itaconic and aconitic acids with (a) C.sub.8 - C.sub.20 alkylphenoxy (ethyleneoxy).sub.10-60 ethyl alcohol, (b) (ethyleneoxy).sub.15-25 sorbitan esters of C.sub.12 - C.sub.20 fatty acids and (c) methyl cellulose, hydroxymethyl cellulose hydroxyethyl cellulose and polyvinyl alcohol. The new surfactive monomers are used in emulsion polymerization to provide latexes and copolymers with superior properties.