In a moisture feeling evaluation device according to the present invention, an image input unit 1 receives an input of a captured image obtained by imaging a face F of a subject for which making up is performed, a brightness-color index calculation unit 10 calculates all of the amount of generated gloss, the amount of stain portions, and the amount of color irregularity portions as brightness-color indexes based on the captured image input to the image input unit 1, a shape index calculation unit 11 calculates all of the amount of wrinkle portions and the amount of pore portions as shape indexes based on the captured image input to the image input unit 1, and a moisture feeling evaluation unit 5 evaluates a feeling of visible moisture of the face F of the subject for which making up is performed based on the brightness-color indexes and the shape indexes.
