Caboodles

When iconic beauty organizer brand Caboodles set out to relaunch for a new generation, the challenge was clear: modernize its voice, aesthetic, and digital presence, without losing the nostalgic charm that made it a cult favorite. HangarFour led the full rebrand and relaunch, from product and packaging design to social content, video production, photoshoots, and a full website overhaul that introduced e-commerce capabilities for the first time in the brand’s history.

We crafted a bold, playful visual identity and digital voice, launched partnerships with brands like Benefit, Lip Smacker, and Tetris, and developed a national campaign with Olympic gold medalist Simone Biles, cementing the brand’s comeback as a true cultural reawakening.