A method implemented in a computing device, comprising obtaining a digital image depicting an individual; determining lighting conditions of the content in the digital image comprising estimating at least one of: an angle of lighting incident on the individual depicted in the digital image; a lighting intensity; and a color of the lighting incident on the individual depicted in the digital image; wherein the estimating comprises: comparing a shadow effect on the individual depicted in the digital image with predefined three-dimensional models having varying shadow effects, each of the 3D models having corresponding information relating to lighting conditions; identifying a closest matching 3D model based on comparing the shadow effect on the individual depicted in the digital image with the predefined three-dimensional models having varying shadow effects; and retrieving the corresponding information relating to the lighting conditions of the identified closest matching 3D model, the corresponding information comprising at least one of: the angle of lighting incident on the individual depicted in the digital image; the lighting intensity; and the color of the lighting incident on the individual depicted in the digital image, obtaining selection of a makeup effect from a user; determining surface properties of the selected makeup effect applying a facial alignment technique to a facial region of the individual and defining a region of interest corresponding to the makeup effect; extracting lighting conditions of the region of interest adjusting visual characteristics of the makeup effect based on the surface properties of the makeup effect and the lighting conditions of the region of interest; and performing virtual application of the adjusted makeup effect to the region of interest in the digital image. obtaining a digital image depicting an individual; determining lighting conditions of the content in the digital image comprising estimating at least one of: an angle of lighting incident on the individual depicted in the digital image; a lighting intensity; and a color of the lighting incident on the individual depicted in the digital image; an angle of lighting incident on the individual depicted in the digital image; a lighting intensity; and a color of the lighting incident on the individual depicted in the digital image; wherein the estimating comprises: comparing a shadow effect on the individual depicted in the digital image with predefined three-dimensional models having varying shadow effects, each of the 3D models having corresponding information relating to lighting conditions; identifying a closest matching 3D model based on comparing the shadow effect on the individual depicted in the digital image with the predefined three-dimensional models having varying shadow effects; and retrieving the corresponding information relating to the lighting conditions of the identified closest matching 3D model, the corresponding information comprising at least one of: the angle of lighting incident on the individual depicted in the digital image; the lighting intensity; and the color of the lighting incident on the individual depicted in the digital image, comparing a shadow effect on the individual depicted in the digital image with predefined three-dimensional models having varying shadow effects, each of the 3D models having corresponding information relating to lighting conditions; identifying a closest matching 3D model based on comparing the shadow effect on the individual depicted in the digital image with the predefined three-dimensional models having varying shadow effects; and retrieving the corresponding information relating to the lighting conditions of the identified closest matching 3D model, the corresponding information comprising at least one of: the angle of lighting incident on the individual depicted in the digital image; the lighting intensity; and the color of the lighting incident on the individual depicted in the digital image, obtaining selection of a makeup effect from a user; determining surface properties of the selected makeup effect applying a facial alignment technique to a facial region of the individual and defining a region of interest corresponding to the makeup effect; extracting lighting conditions of the region of interest adjusting visual characteristics of the makeup effect based on the surface properties of the makeup effect and the lighting conditions of the region of interest; and performing virtual application of the adjusted makeup effect to the region of interest in the digital image.