Caboodles® Announces Partnership with World Champion Simone Biles

The Original Cosmetic Organizer Leaps into 30th Anniversary with Signature Product Lines
Inspired by One of the Greatest Gymnasts of All-Time


CHICAGO [March 15, 2017] – Caboodles, the original cosmetic organizer, kicks off its 30th anniversary
this year by celebrating with World Champion gymnast Simone Biles. An avid fan of Caboodles from an
early age, Biles will serve as the Chief Design Influencer in the development of signature product lines for
the brand. The brand that launched an ’80s phenomenon with its iconic pink cosmetic organizers,
Caboodles now offers an extensive and expanded product lines that have become an essential part of the
daily routine for women and girls of all ages.


“I’ve always been a fan of Caboodles and am so excited to be able to help develop products that
represent my personality and fashion sense in and out of the gym,” said Biles. “Caboodles has been a big
part of my cosmetic routine for as long as I can remember and it’s a brand that I continue to rely on


Inspired by her and the company’s mutual love of all things fun, fashionable and positive, Caboodles will
introduce product lines that reflect the essence of Simone Biles. Her grace, sophistication and beauty, as
well as her athletic and competitive spirit, will inspire active beauty enthusiasts participating in sports like
gymnastics, dance and cheerleading.


“Simone is a powerful role model for women and girls everywhere, making her the perfect partner for our
brand,” said Dave Dudick, CEO. “Her vibrant personality and winning spirit will enable us to share
Caboodles with a whole new generation.”


In addition to developing new collections, Biles will be promoting Caboodles via social media, events and
press appearances throughout the year.


“Generations of women cherish the memories of their first Caboodle,” Dudick said. “Thirty years later, the
Caboodles brand is all grown up and just as fun and fashionable as ever as we continue to help women
and girls prepare for life’s possibilities.”


Later this year, Caboodles will launch a line of “throwback” cases, which pay homage to the original
designs just in time for the 2017 holiday season.


About Caboodles:
It all started in 1986 when People magazine featured a photograph of Vanna White using a plastic Plano
tackle box to organize her make-up. The idea drew the attention of Plano Synergy (Caboodles’ parent company), and shortly thereafter, the Caboodles brand was launched, simultaneously creating the “cosmetic organization” product category, which has since become a multi-million dollar business.


Over the years, Caboodles has grown up alongside its loyal fans, expanding its products to offer fun,
sophisticated and modern styles that appeal to a variety of tastes. From the original ‘tackle box’ to the
jewel tones of the ’90s to the modern train cases and multi-bag sets of the new millennium, Caboodles
offers styles that evolve with their customers. The current product line ranges in price from $3 to $80 and
is sold at national mass and specialty retailers throughout North America.


Committed to the empowerment of women and girls, Caboodles is dedicated to a variety of charities,
including Polished Girlz, American Heart Association, and the Today Show Charitable Foundation. For
more information, visit


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