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In the late '80s and early '90s, every teenage girl coveted a Caboodles organizer—vibrant plastic cases equipped with compartments to neatly arrange their cosmetics. (If you owned one, chances are you now enjoy browsing The Container Store for leisure.) These iconic organizers have made a comeback in stores. Here’s what you need to know.
1. THEIR DESIGN WAS INFLUENCED BY TACKLE BOXES.
While company lore suggests Caboodles were inspired by a 1986 People magazine feature where Vanna White used a fishing tackle box to store her makeup, the concept actually originated with Leonie Mateer from New Zealand. After moving to California in the 1980s, Mateer sought to launch a business. She remembered seeing a model bring a tackle box to a photoshoot to organize her beauty products, sparking the idea for Caboodles.
2. THE INITIAL COMPANY MATEER PITCHED REJECTED HER CONCEPT.
In her book, The Caboodle Blueprint: Turn Your Idea Into Millions, Mateer recounts how she started by investigating tackle box manufacturers. The first company she approached agreed to produce the boxes but later withdrew their support.
3. MATEER HANDED OVER THE IDEA.
The second manufacturer Mateer contacted (Plano Molding, though unnamed in her book) showed interest and hired her to develop Caboodles. "[The company] initially brought me on as a consultant to design the line, market the brand, establish the sales team, and distribute the product to retailers," Mateer writes. "Lacking the funds to launch a full product line, this manufacturer assumed ownership of the brand and products, investing all necessary capital. I became their employee." Later in Blueprint, she admits to relinquishing the idea: "I gained invaluable hands-on experience, something money can't buy … I often say Caboodles was my college education." Mateer left Caboodles in the early '90s to found Sassaby, which Estee Lauder acquired, but she later returned to Caboodles as a consultant.
4. THE NAME CAME TO HER DURING A BATH.
"I realized the name had to be vibrant to resonate with my target audience—teenagers," Mateer explains in Blueprint, emphasizing her preference for a word starting with C. "While soaking in my bathtub, I was flipping through a massive Oxford English Dictionary," she recalled. "I stumbled upon 'Caboodles,' defined as 'a collection or jumble of items.' It struck me as the ideal name for an organizer box."
5. THE COLOR SCHEME WAS INSPIRED BY HAIR DRYERS.
Just as the name needed to be lively, the boxes themselves had to be equally vibrant. To find the perfect shades, Mateer and the manufacturer visited "a nearby discount store, where I selected four brightly colored plastic hair dryers in peach, yellow, pink, and purple," she writes. At checkout, a curious clerk asked why they were purchasing so many hair dryers. Mateer revealed they were for her new product, Caboodles—marking the first time she had spoken the name aloud.
6. THEY LAUNCHED WITH THE SLOGAN "THE WHOLE KIT 'N' CABOODLE GOES INTO A CABOODLE!"
The initial product, dubbed "on-the-go organizers," debuted in 1987 and became an instant sensation, selling 2 million units within the first two years. By 1992, The New York Times reported that a Plano executive noted the company "now sells significantly more makeup boxes than tackle boxes," adding that "nearly 80 percent of teenage girls in the U.S. recognize Caboodles." The product line eventually expanded to 70 items, priced between $5 and $40.
7. THE FIRST COMMERCIAL FOR THE ORGANIZER WASN'T EXACTLY FORWARD-THINKING.
In the 1988 advertisement, two sisters learn from their brother that his friend is arriving "in his Porsche." The girls rush upstairs to freshen up. The sister with the Caboodles case is ready in no time, while the other struggles. The Porsche-driving friend? He ends up being a geek.
8. THE FAN BASE WAS EXTREMELY LOYAL.
A 13-year-old fan from a Minneapolis suburb shared with the Times that "she and her friends would mock anyone who dared bring a competing brand to a slumber party." Brutal, indeed.
9. A SPECIAL LINE WAS CREATED FOR CHILDREN …
Designed for young girls between the ages of 5 and 10, the Caboodles Playsets offered a world of imaginative play. As Meredith Moss noted in the 1993 edition of the Dayton Daily News, "These sets allow little ones to engage in fantasy play, featuring themes like a beauty spa, beach, workout gym, and even a wedding. Each set includes a fashion doll and a case. Additionally, there were necklaces with miniature Caboodles that opened to reveal hidden accessories."
10. … AND A CABOODLES BARBIE.
During the early 1990s, Caboodles collaborated with Mattel to introduce a Caboodles Barbie. Priced at $12.99, the doll included a genuine makeup case and glittery beach-themed makeup, as highlighted in a 1993 advertisement. Collectors can still find this item on platforms like Etsy or eBay.
11. DEBBIE GIBSON APPEARED IN A CABOODLES COMMERCIAL.
Debbie Gibson, the pop sensation, was recognized as the original ambassador for Caboodles. In 2013, she revisited her association with the brand by sharing a video on her YouTube channel, showcasing a Caboodles purse. The accompanying description read, "Two iconic brands from the 80s, Pop Icon Debbie Gibson and Fashion Icon Caboodles, have evolved into sophisticated, mature versions." In the video, she remarked, "I've got my life in here, including my makeup, all neatly organized."
12. THE VINTAGE CASES ARE BACK.
You can now revisit your meticulously organized teenage years (hopefully minus the awkward phase) by purchasing a brand-new Caboodle. These are currently available on Amazon, as well as at Target, Urban Outfitters, and Ulta.
13. GYMNAST SIMONE BILES IS A BRAND AMBASSADOR.
In honor of Caboodles' 30th anniversary in 2017, Olympic gymnast Simone Biles, described as "a devoted Caboodles enthusiast since childhood" in a press release, became the Chief Design Influencer for a special product line. She expressed, "I've always loved Caboodles and am thrilled to help create products that reflect my personal style, both in and out of the gym. Caboodles has been a staple in my beauty routine for as long as I can remember, and it’s a brand I still depend on today."
