Helen Ruth Elam Van Winkle, the social-media star known as Baddie Winkle and celebrated as the "internet's favourite granny," has died at the age of 97, her family announced on Instagram.
The post, shared on Thursday night, included a photograph of Van Winkle wearing bedazzled glasses, red lipstick and a shirt reading "Bad Mother F***er," with bold text listing her birth and death dates: July 18, 1928, to Sept. 4, 2025. The family described her as "joy, rebellion and tenderness," writing, "Yesterday, an era ended and a star ascended. My great grandmother Helen Ruth Elam Vanwinkle danced her way to heaven." The statement added, "She was joy, rebellion, and tenderness wrapped in one. The crown is eternal, & her love on many realms will live forever. This isn't a goodbye, this is a See ya later my superstar."
Van Winkle rose to wide online recognition late in life for her bright, often outrageous outfits and cheeky slogans, including "Stealing your man since 1928." The Kentucky-born influencer amassed roughly three million followers on Instagram, where she frequently posted colorful photographs and playful captions that challenged stereotypes about aging.
Tributes poured in after the family announcement. Socialite Paris Hilton wrote on social media, "She was iconic. Sending love." Fans and fellow influencers expressed shock and grief, praising Van Winkle's irreverent style and the joy she brought to millions of followers.
Van Winkle became a cultural touchstone for a generation of internet users who embraced her blend of glamour and humor. Her public persona mixed fashion, tongue-in-cheek slogans and a willingness to subvert expectations about older women, earning her mainstream visibility beyond social media.
Her family did not disclose a cause of death in the Instagram post, and representatives did not immediately respond to requests for further comment. Van Winkle had turned 97 weeks earlier; the announcement noted that she died "just weeks after her 97th birthday."
As news of her passing circulated, many remembered her as a symbol of confidence and defiance. Van Winkle's rise to fame highlighted how social platforms can amplify unconventional voices and create new forms of celebrity across age groups. Her persona and image had appeared in coverage, interviews and collaborations that introduced her to audiences outside her online following.
Details about funeral arrangements and memorial plans were not included in the family's announcement.
Van Winkle is survived by family members who framed her public life as one of joy, creativity and affection. In their Instagram message, they urged followers to consider the post not as a farewell but as a celebration: "See ya later my superstar."