To obtain an aq. compsn. having increased thickening efficiency by using a specified surfactant mixture in combination with a rheology modifier (thickener) made of a hydrophobic modified polymer.

The aq. compsn. contains a mixture of two or more surfactants, at least one associable thickener selected from among hydrophobic modified hydroxyethylcellulose, hydrophobic modified nonionic polyol and one or more hydrophobic modified alkali-soluble emulsion polymers and water. The 1st surfactant has a lower calculated HLB than the 2nd surfactant, the HLB of the 1st surfactant is different from that of the 2nd surfactant by at least 1.0 HLB unit, the weight ratio of (the 1st surfactant):(the 2nd surfactant) is 30:70 to 99.5:0.5 and the weight average HLB's of the 1st and 2nd surfactants are ≤15.0 HLB units.