It’s been a busy first week of August with an array of exciting releases and debuts. Jamie Melbourne and Tony Lecy-Siewert have teamed up to create the brand Apostle, which aims to encourage men to partake in self-care and cosmetic use. Prada has entered the makeup and skincare sector with a range of product offerings and plans to open a Prada Beauty brick-and-mortar store next year. Here’s what else happened in the beauty industry this week:RETAILFragrance brand Snif expands into retail with its firm wholesale relationship. The brand is launching in 525 Ulta Beauty doors as part of their Sparked program with a sample kit and three bestsellers—Sweet Ash, Tart Deco, and Golden Ticket—priced at $65. WWD reported the brand is expected to surpass $10 million in net sales this year.Tracee Ellis Ross’s haircare brand Pattern is moving beyond Sephora and Ulta into the professional salon channel. The brand is investing in in-person and virtual on-demand training for stylists as part of a direct-to-stylist approach, while salons will receive a 40% discount on select products from its 50 SKU range.Hero Cosmetics expands its North American footprint, entering Canada with Shoppers Drug Mart, Walmart, and Amazon. The brand will launch with Mighty Patch Original patches, Mighty Patch Invisible+ patches, Mighty Patch Nose patches, and Mighty Patch Surface patches. The product assortment in the market is expected to expand in 2024.Le Mini Macaron, the award-winning nail brand with a unique mini macaron UV-shaped lamp to create salon-quality gel manicures in 15 minutes, is expanding with Ulta Beauty. The AAPI co-founded brand launched in Ulta.