A makeup simulation assistance apparatus includes: a simulation image generator that generates a simulation image obtained by superimposing, on a facial image picked up by an image pickup unit that picks up an image of a face of a user as the facial image, a makeup image showing a state of makeup as being applied to a facial component of the face; a simulation image output unit that outputs the generated simulation image; an interest degree sensor that senses an interest degree of the user for the makeup image, based on a facial image picked up by the image pickup unit when the simulation image is output; and an interest degree information output unit that outputs interest degree information indicative of the sensed interest degree.