Very few people these days will buy beauty products, go to a restaurant, or travel without checking online forums like Makeup Alley, Yelp, or TripAdvisor. So why would you think about getting Botox or a boob job without doing a little research first? That’s the premise behind RealSelf, an online community for cosmetic procedures that launched in 2006.

The company just landed $40 million in funding. Following an investment of $2 million in the first two years, this round is one sign that noninvasive cosmetic procedures and plastic surgery are having a moment.

According to the American Society of Plastic Surgeons, 17.5 million surgical and minimally invasive (meaning things like injections and lasers) procedures were performed in the US, a 2 percent increase compared to 2016. More than 7.2 million of these were Botox injections. But prices and individual experiences can vary wildly, so consumers get real talk, and pictures, at RealSelf.