Provided is a water-in-oil type emulsified cosmetic that has unprecedented properties of, after being in contact with water, sweat, etc., showing an improved coloration effect and improved color uniformity in comparison with the state immediately after application. The water-in-oil type emulsified cosmetic, which comprises (A) an organic modified clay mineral, (B) an oily phase-thickener other than the organic modified clay mineral (A), (C) a nonvolatile liquid oil component other than a silicone oil, (D) a silicone-type surfactant having an HLB of less than 8, and (E) a coloring material, is characterized in that the weight ratio [(A)+(B)]/(C) is 0.04 or more and less than 0.68.本發明提供一種具有如下之前所未有之特性的油中水型乳化化妝料，即藉由與水或汗水等接觸而顯色效果及顏色之均一性較剛塗佈後提高。該油中水型乳化化妝料之特徵在於：含有(A)有機改性黏土礦物、(B)上述(A)有機改性黏土礦物以外之油相增黏劑、(C)聚矽氧油以外之非揮發性液狀油分、(D)HLB未達8之聚矽氧系界面活性劑、(E)色料，且[(A)＋(B)]/(C)之重量比為0.04以上且未達0.68。
