No have to ask E.l.f. Cosmetics what’s in its bag.
Impressed by TikTok’s perennial #WhatsInMyBag pattern and its oft lip-centric themes, the make-up model has teamed with Caboodles and designer Laurel DeWitt to introduce the “It Bag,” a lip product organizer which retails for $35 and provides a tongue-in-cheek — but useful — nod to the pattern.
Launching Wednesday, the bag incorporates a mirror and three compartments meant to carry E.l.f.’s viral Glow Reviver Lip Oils, which are available in seven shades and retail for $8, in addition to the model’s Squeeze Me Extra Lip Balms and creamy lip liners, $4 and $2, respectively.
“Like with most of our collaborations, the inspiration for this was our neighborhood — we might have by no means conceived the concept to design a purse in a vacuum,” stated E.l.f.’s inventive director, world campaigns, Nimrat Brar. “We noticed the #WhatsInMyBag pattern on TikTok, the place individuals have been having enjoyable with it and sort of admitting that every one they take out with them are their ‘necessities’ — being their lip merchandise — and we noticed the chance to do one thing enjoyable and sudden with it.”
E.l.f. Cosmetics x Caboodles “It Bag,” $35.
courtesy of E.l.f. Cosmetics
The bag’s gold chain and E.l.f.-embossed charms have been conceived by DeWitt, who is understood for her metalwork and has created customized arm bands, crystal bras and necklaces for Kylie Jenner, GloRilla, Teyana Taylor and different stars. “It was essential to us to work with an artist who might carry that vogue lens to the challenge and make this really feel like a real vogue second for us,” stated Brar.
The collaboration in any other case leans into the organizational ethos of Caboodles’ signature magnificence packing containers, which have been first popularized within the ’80s because of a Vanna White co-sign and have since expanded to incorporate a variety of colorways and fashions.
“E.l.f. launched as a web-based magnificence enterprise promoting premium cosmetics for extremely low costs, and Caboodles launched as a disruptor in creating its personal class — we all the time need to collab with like-minded disruptors,” stated E.l.f.’s chief inventive officer Ashley Rosebrook, including that the model most lately collaborated with Tinder following an perception that profiles on the relationship app which characteristic a red-lip make-up look get extra “likes.”
The “It Bag” comes at a time when magnificence manufacturers are more and more leaning into launching merch as a method to widen their attain, from Hailey Bieber’s Rhode Lip Case to Milk Make-up’s consecutive Reebok collaborations. Profit Cosmetics, too, lately launched a limited-edition bag designed to hold the model’s signature Benetint lip and cheek stain.
