The present invention provides a water-in-oil type emulsion cosmetic which has a fresh and smooth feeling to the touch; forms a uniform coating film once applied; can make skin unevenness such as pores look less prominent while covering discolorations such as age spots and freckles; and does not give an impression of thick application. The water-in-oil emulsion cosmetic is characterized by including (A) 0.1-10% by mass of a pigment-grade titanium dioxide and (B) 0.01-2% by mass of sodium acrylate grafted starch. It is preferred that this cosmetic further includes (C) spherical particles and/or (D) a silicone elastomer.