The invention relates to lipid soluble, water insoluble cosmetic or dermatological active substances which can be included in body cleansing agents in the form of an aqueous preparation with at least 5 wt. % water soluble ionic or non-ionic surfactant content by solubilization of the active substances with a polar lipid in lipid-surfactant mixed micelles or liquid crystals or by microemulsification with a nonpolar lipid, wherein the emulsion particles have a diameter which is less than 500 nm. Said agents are also characterized by enhanced skin penetration by the active substances.