Transparent, colored pigments based on platelet-shaped, transparent substrates, such as mica, talc or glass, are coated with colored metal oxides or metal hydroxides, wherein the metal oxide or hydroxide layer contains 0.1-5% by weight of an alkaline earth metal compound. These new, transparent, colored pigments are prepared by a process in which a platelet-shaped, transparent substrate, such as mica, talc or glass, is coated, in the presence of a base, with a colored metal oxide or hydroxide, and 0.1 to 5% by weight of an alkaline earth metal oxide or hydroxide is incorporated in the layer. The pigments have improved dispersibility, gloss, color power and stability to heat and weathering and also filling and adhesion properties. The pigments can be used for all the customary purposes, especially in cosmetics.