Disclosed is a beauty effect processing apparatus that increases the effectiveness of a beauty effect applied to a face included in an image frame by selecting a protagonist, to which the beauty effect having a maximum sharpness is to be applied, from at least one received face image, and determining a beauty level corresponding to sharpness of the beauty effect to be applied to the received at least one face image based on at least one of a spaced distance from the protagonist and a face size of the received at least one face image relative to a face size of the protagonist.