09.24.24
E.l.f. collaborated with Caboodles to launch a limited edition 'It bag'—perfectly sized to hold its lippies. E.l.f. recruited Los-Angeles-based handbag and accessories designer Laurel DeWitt to design the case.
The most fashionable Caboodles case we've ever seen has a shiny jet black finish, a Chanel-like gold cable chain strap, and two gold e.l.f. charms that look like they may unclip to use as a keychain.
The design reflects Dewitt's nickname, “The Queen of Chain & Metal.” Her metallic handbag collection is adorned with metal chains and accessories.
Nimrat Brar, Creative Director at e.l.f. Cosmetics, tells us about choosing to partner with Caboodles—and a designer—to make the launch extra special.
"We don’t just add our logo...we created something new and brought on Laurel DeWitt to help design it," says Brar. "We loved the idea of working with an artist to bring an authentic designer’s eye to the piece, giving it that high-fashion touch. Laurel is known for her beautiful metalwork and it took this Cabodles case to the next level."
"Millennials grew up with Caboodles—it was a staple for that generation. Gen Z has a unique love for nostalgia and e.l.f.," explains Brar.
Related: Strike a Match to Apply Lip Color, E.l.f. Says
It's easy to see why the brand has remained popular all these years. A Caboodles case can organize a lot of makeup. Every Caboodles case has a tray inside that rises when you open the lid, putting everything on display—and making it easier to decide which products to use.
Although the e.l.f. x Caboodles lippies case looks completely different on the outside, Brar says the team at e.l.f. didn't want to stray too far from Caboodles' classic design. "We didn't change their iconic interior, so that it would purposely stay true to what people know and love about Caboodles."
However, the overall size of the bag is much smaller than a typical Caboodles case. "It's more in line with the dimensions of a typical evening bag—and our e.l.f. lip products happen to fit perfectly inside," says Brar.
E.l.f.'s Caboodles case is available online for a limited time beginning September 25th and through an exclusive NTWRK in-app drawing.
The most fashionable Caboodles case we've ever seen has a shiny jet black finish, a Chanel-like gold cable chain strap, and two gold e.l.f. charms that look like they may unclip to use as a keychain.
The design reflects Dewitt's nickname, “The Queen of Chain & Metal.” Her metallic handbag collection is adorned with metal chains and accessories.
Nimrat Brar, Creative Director at e.l.f. Cosmetics, tells us about choosing to partner with Caboodles—and a designer—to make the launch extra special.
"We don’t just add our logo...we created something new and brought on Laurel DeWitt to help design it," says Brar. "We loved the idea of working with an artist to bring an authentic designer’s eye to the piece, giving it that high-fashion touch. Laurel is known for her beautiful metalwork and it took this Cabodles case to the next level."
Bringing Back 90s Nostalgia
Caboodles is a part of 90s nostalgia that younger consumers love. The iconic makeup case that resembles a tackle box has become hugely popular on TikTok."Millennials grew up with Caboodles—it was a staple for that generation. Gen Z has a unique love for nostalgia and e.l.f.," explains Brar.
Related: Strike a Match to Apply Lip Color, E.l.f. Says
It's easy to see why the brand has remained popular all these years. A Caboodles case can organize a lot of makeup. Every Caboodles case has a tray inside that rises when you open the lid, putting everything on display—and making it easier to decide which products to use.
Although the e.l.f. x Caboodles lippies case looks completely different on the outside, Brar says the team at e.l.f. didn't want to stray too far from Caboodles' classic design. "We didn't change their iconic interior, so that it would purposely stay true to what people know and love about Caboodles."
However, the overall size of the bag is much smaller than a typical Caboodles case. "It's more in line with the dimensions of a typical evening bag—and our e.l.f. lip products happen to fit perfectly inside," says Brar.
E.l.f.'s Caboodles case is available online for a limited time beginning September 25th and through an exclusive NTWRK in-app drawing.
