A make-up assisting apparatus comprising: a first image acquiring section configured to acquire a first image which is a captured image of a user's face as a first face; a first facial part acquiring section configured to acquire an area of a facial part of the first face from the first image; a second image acquiring section configured to acquire a second image which is a captured image of a model's face as a second face to which make-up is applied; a second facial part acquiring section configured to acquire an area of a facial part of the second face from the second image; a reference make-up acquiring section configured to acquire make-up from the second image for each of the facial parts of the second face based on the area of the facial part of the second face, the acquired make-up including a way of applying the make-up; and a make-up presenting section configured to generate a simulation image obtained by superimposing, on the first image, an image indicating a state of the make-up when the make-up is applied to the first face, and presents to a user the generated simulation image, wherein the reference make-up acquiring section specifies, from a position of the area of the facial part of the second face, an area in the second image as an area having color approximate to color of the skin of the second face, and estimates distribution of a skin color of the second face in the second image based on the color of the specified area, distribution of shade estimated from the position of the facial part of the second face, distribution of color for each facial part estimated from a type of the facial part of the second face, and acquires the make-up based on a difference between the skin color in the estimated distribution of the skin color and an actual color in the second image for each facial part of the second image. a first image acquiring section configured to acquire a first image which is a captured image of a user's face as a first face; a first facial part acquiring section configured to acquire an area of a facial part of the first face from the first image; a second image acquiring section configured to acquire a second image which is a captured image of a model's face as a second face to which make-up is applied; a second facial part acquiring section configured to acquire an area of a facial part of the second face from the second image; a reference make-up acquiring section configured to acquire make-up from the second image for each of the facial parts of the second face based on the area of the facial part of the second face, the acquired make-up including a way of applying the make-up; and a make-up presenting section configured to generate a simulation image obtained by superimposing, on the first image, an image indicating a state of the make-up when the make-up is applied to the first face, and presents to a user the generated simulation image, wherein the reference make-up acquiring section specifies, from a position of the area of the facial part of the second face, an area in the second image as an area having color approximate to color of the skin of the second face, and estimates distribution of a skin color of the second face in the second image based on the color of the specified area, distribution of shade estimated from the position of the facial part of the second face, distribution of color for each facial part estimated from a type of the facial part of the second face, and acquires the make-up based on a difference between the skin color in the estimated distribution of the skin color and an actual color in the second image for each facial part of the second image.