An image processing apparatus comprising: an obtaining unit configured to obtain a first image of an object shot with flashing of an illumination device and distance information of distances to a plurality of positions of the object; a determination unit configured to determine a position of a virtual light source that emits virtual light; and a processing unit configured to obtain shape information of the object based on the distance information, and generate an image in which the object is illuminated by the virtual light source by processing the first image based on the obtained shape information of the object, the distance information, and the position of the virtual light source with respect to the object.