A tone correcting apparatus includes: a first acquiring unit that acquires first brightness information indicating brightness of each of a plurality of block regions that are set to cover an entire area of an image; a face detecting unit that detects a face portion where a human face is positioned in the image; a second acquiring unit that acquires second brightness information indicating brightness of the face portion detected by the face detecting unit; and a correction unit that corrects brightness of the image based on the first brightness information and the second brightness information.