This virtual make-up apparatus extracts an object portion image of a virtual make-up from a facial image captured by a camera, applies, on the object portion image, a color corresponding to an item in accordance with designation of the item for the virtual make-up, and adds a texture component different for each item, to a part of the object portion image. The virtual make-up apparatus displays, on a display unit, a virtual make-up image in which a virtual make-up using an item is applied on the facial image, by using the object portion image to which color is applied, an image in which a texture component is added to the part of the object portion image, and the object portion image of the virtual make-up of the facial image.