Nearly one in two millennial and Gen X women in the US are still looking for the beauty style and products that work best for them.

And they aren't just looking in magazines, shops and TV any more. Digital is now a main channel for beauty purchasers, with mobile leading the way. Indeed, beauty accounts on Instagram attract over 20 million unique followers in the US.

As they search for and discover beauty products across channels, the opportunity to connect with these women is massive. In 2015, beauty product sales reached USD 80 billion in the US.

The team at Facebook IQ wanted to learn more about what the beauty opportunity is like in the US. Click to visit their blog to see what they found.