Beauty brands are all about “the look,” so marketing on Instagram is the perfect match. After all, why describe what a product looks like when you can just show it?

According to Fashion/Beauty Monitor, 57 percent of beauty and fashion companies use influencers to market their products. The Instagram influencer market could reach $2 billion by 2019, according to a study by Mediakix.

Brands like Covergirl and Maybelline combine influencers and hashtags on Instagram to encourage audience participation, such as #ProjectPDA (Public Display of Application), which invites users to post pictures of themselves applying make-up in public.

Twenty-eight percent of Internet users between the ages of 18-and-29 use Instagram, Pew Research reports. These consumers come to Facebook’s photosharing platform to keep up with the latest trends, watch videos and get how-to instructions.

Contests offer incentives for sharing Instagram posts about a brand or product. Hair product line Got2b invited fans to show off their hairstyles for a chance to be the face of the next campaign. The company frequently reposts striking hair photos from its followers and offers giveaways through its channel.

Taking advantage of Facebook’s family of analytics tools, beauty brands are sharing campaigns across social media platforms. Video and carousel ads across Instagram and Facebook earned Too Faced Cosmetics 58 percent more engagement. “We learned how effective Instagram was for brand awareness,” Krysta Brown, senior manager of digital marketing at Too Faced Cosmetics, said on Facebook’s blog.

Studies have shown that more than half of consumers research purchases online before committing—since make-up cannot be returned to a store, seeing the product in action before a purchase helps build confidence toward that path.

Instagram is currently testing the ability to make purchases directly from the app with companies such as J. Crew, Warby Parker and Kate Spade.

“It’s been a little frustrating to us in the past to not be able to have people purchase on Instagram,” said Jenna Lyons, J. Crew’s president and creative director, per Bloomberg. “Not only has it become a place for people to get influenced by their friends, but they’re walking into our stores with their phones and saying, ‘do you have this?’”