The present invention relates to a water-in-oil type emulsified cosmetic that has the unprecedented property wherein, by coming into contact with perspiration or water, the color development and the color uniformity are improved over the conditions immediately after application. The water-in-oil type emulsified cosmetic of the present invention is characterized by comprising: (A) an organically modified clay mineral; (B) an oil phase thickener other than the (A) organically modified clay mineral; (C) a non-volatile liquid oil other than a silicone oil; (D) a silicone-based surfactant having an HLB of less than 8; and (E) a colorant; wherein a weight ratio defined by [(A) + (B)]/(C) is at least 0.04 and less than 0.68.