August may typically be a sleepy month for retail but the beauty world shows no sign of slowing down. In the luxury sphere, Prada has expanded its beauty offering beyond fragrance to now include color cosmetics and skin essentials. Elsewhere, drugstore brand e.l.f Beauty is celebrating a strong year-on-year sales increase. And in nail care, TikTok-favorite Le Mini Macaron is rolling out a mega social campaign to support its launch in Ulta Beauty nationwide. You can read these stories, and more, in the links below.

Prada beauty is now live. Outside of its popular fragrance lineup, this is the fashion brand’s first foray into beauty since 2000. The offering includes a three-product skin care regimen as well as color cosmetics, including lipstick and foundation. L’Oreal, which holds the brand’s beauty license, developed the expansion. (Business of Fashion)

Pattern Beauty ventures into distribution through professional hair salons. The textured hair care brand — launched by Tracee Ellis Ross in 2019 — is currently available in Sephora and Ulta, and sees this move as a way to bridge the gap between professional salon services and textured-hair customers. (Glossy)

E.l.f Beauty is celebrating its 18th consecutive quarter of growth. The drugstore favorite reports year-on-year sales increases of 76%. The boost is attributed to color cosmetics and skin care sales. (WWD)

TikTok-viral brand Le Mini Macaron is launching its popular gel nail kits in Ulta Beauty stores across the country. The brand’s easy-to-use, portable sets garnered 80 million-plus impressions with just 15 influencer-created TikTok videos in 2022 alone. The latest rollout will be supported by social content from 70 influencers and seven macro-influencers. (Beauty Independent)