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

And they’re not just looking in magazines, stores and TV anymore. 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 $80 billion in the US.

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