After drying colloidal particles suspended in a porous medium a concentration gradient appears. Using ${}^1$H MRI we propose a protocol to observe simultaneously the distributions of air, liquid, and colloid through the unsaturated solid porous structure. Thus we show that the above phenomenon comes from a receding-front effect: The elements migrate towards the free surface of the sample and accumulate in the remaining liquid films. Our understanding of the process makes it possible to establish a simple model without diffusion predicting the drying rate and the concentration distribution in time, in excellent agreement with the experimental observations.