The invention relates to a cosmetic formulation comprising 0.01 to 5% by weight, based on the total weight of the formulation, of a carboxymethyl cellulose (CMC), wherein the CMC is characterized by forming a gel at 25.degree. C. after high-shear dissolution in a 0.3 wt % aqueous sodium chloride solution, the final content of the CMC in the aqueous sodium chloride solution being 1 wt % for a CMC having a degree of polymerization (DP) of >4,000, 1.5 wt % for a CMC having a DP of 3,000-4,000, 2 wt % for a CMC having a DP of 1,500-<3,000, and 4 wt % for a CMC having a DP of <1,500, the gel being a fluid having a storage modulus (G') which exceeds the loss modulus (G'') over the entire frequency region of 0.01-10 Hz when measured on an oscillatory rheometer operating at a strain of 0.2.