To impart a hiding power to a solid adhesive comprising an adhesive component, a gelling agent, and a solvent without degrading the initial adhesiveness by incorporating titanium dioxide into the same.

An adhesive component (e.g. polyvinylpyrrolidone, polyvinyl alcohol, an acrylic ester, or a methacrylic ester), a gelling agent (e.g. an alkali metal salt or ammonium salt of an 8-36C aliph. carboxylic acid), water, at least one org. solvent selected from among alcohols, ethers, ketones, and hydrocarbons, and if necessary additives such as a perfume and a colorant are compounded. The resultant compsn. is further compounded with 30-40wt.% titanium dioxide and a black pigment (e.g. iron black or carbon black) in an amt. of 0.01-0.3wt.% of titanium dioxide and is allowed to cool to solidify.