You Won’t Believe The Beauty Throwback Brand Gold Medalist Simone Biles Is Behind

October 13, 2018  |  

simone biles behind caboodles rebranding


If you’re anything like me, you inner MUA has convinced you to purchase more makeup than is possible to use before it expires and most of it is poorly stored in purse pockets, vanity drawers and bathroom sink surfaces. Actually, mine is in plastic Ziploc bags in my sock drawer as I still promise to put it back where it belongs when unpacking after weekend trips. Fortunately, gold medalist Simone Biles knows that people like me exist in the world and is using her famous name to make sure my China Glaze polishes finally get a real home.

In a move we all can appreciate, Biles is getting behind the rebranding of the Caboodles brand, the company who brought us the famous plastic beauty storage bins that adorned bedroom dressers everywhere in the 90’s. Teen Vogue reports the 21-year-old revealed that one of the biggest principles behind her success is organization, something she says has helped when it comes to teamwork:

“A lot of the time we’re always on the go. I know [organization] for sure has saved me some time getting ready for events straight from the gym or even at competitions.”

“If I’m ever running to an event and I forget something I can tell my coach exactly what pocket or pouch something is in.”

“I think [organization] is very important because on my breaks I usually don’t have a lot of time so it’s important for me to stay organized so everything is not all over the place and I’m not looking for it.”

Biles initially started as a brand ambassador but the self-proclaimed entrepreneur and fashion enthusiast is a full-fledged design collaborator launching a new seven-piece collection with the nostalgic novelty. The collection, entitled “Active by Simone Biles” features a crossbody bag, tote, backpack, and a number of small cosmetic bags designed in a jet black hue with hints of the olympian’s favorite color purple. Biles has also added her expertise in the lifestyles of athletes to make the brand more current by abandoning the bulky bins that once featured a handle and a latch to keep all of your Lip Smackers, scrunchies and body glitter from falling to the floor. Instead, the Active collection features clear makeup bags that are able to roll up in a cylinder shape so you can take your beauty from the parallel bars to the party if needed. Bags also include compartments for water bottles and clips for yoga mats for those who realize balance is as important as beauty.

Bile’s initial seven-piece release will be followed by a spring collection and coincide with a number of influencer and social media initiatives. You can check out a few of the pieces here.

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