The rheological behavior of cosmetic concentrated water-in-oil emulsions has been investigated in relation to their microstructure. Oscillatory measurements and droplet-size distribution have been performed as a function of the dispersed phase percentage. The elastic shear modulus is shown to exhibit a universal dependence on the volume fraction Phi (v) according to Princen's equation, i.e., increasing as Phi (1/3)(v) (Phi (v) - Phi (c)) where Phi (c), the critical volume fraction, is equal to approximate to 0.714, a value close to the one obtained by Princen (0.712). (C) 2001 The Society of Rheology.