The invention is a water-in-oil emulsion film forming foundation having a synergistic combination of about 0.5% to about 10% by weight of a water soluble or water dispersible film forming polymer, as well as about 0.5% to about 35% by weight of the composition of one or more plasticizing solvent(s). Both the polymer and solvent(s) combined together in the aqueous phase are in a cosmetically acceptable carrier providing suitable feel and appearance during application, as well as excellent wear and appearance benefits after application. Yet this film forming foundation provides a flexible, light feel that resembles other foundations, and is easily removed with soap and water.