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Caboodles Re-Brands, Partners With Simone Biles

The brand behind the cult-favorite beauty box of the Eighties and Nineties is getting a makeover.
Caboodles, the accessories brand best known for its colorful boxes used to organize beauty products and jewelry, is undergoing a re-brand to give the 30-year-old label a refresh. In addition to updating the original boxes with new colors and designs, the re-brand consists of two main collection expansions, one called Life & Style and the other called Active by Simone Biles.

Caboodles ‘On the Go Girl’ Box.
Fairooz Imaging

“I grew up with the brand and my parents used to give me cases for everything,” said the Olympic gymnast, who is also a brand ambassador. “It’s been able to come full circle to work with them as an adult while I still use Caboodles.”
Biles worked closely with the brand to create a collection of accessories made for women with active lifestyles. Designed in black with purple accents, which is Biles’ favorite color, the collection includes seven bags meant to organize and store beauty products, jewelry and other items in a convenient and portable way. For example, the collection includes an MVP Beauty Pack, which is a backpack that features padded compartments with room for the original Caboodles box,

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Via:: https://wwd.com/fashion-news/fashion-scoops/caboodles-rebrands-simone-biles-1202867446/