Helen Ruth Elam Van Winkle, the internet personality known as Baddie Winkle, has died at age 97, her family announced on Instagram Thursday.
In a post that included a photograph of Van Winkle wearing bedazzled glasses, red lipstick and a shirt reading "Bad Mother F***er," the family listed her dates as July 18, 1928, to Sept. 4, 2025, and described her as "joy, rebellion and tenderness." The caption read in part: "Yesterday, an era ended and a star ascended. My great grandmother Helen Ruth Elam Vanwinkle danced her way to heaven." The family added, "This isn't a goodbye, this is a See ya later my superstar."
Van Winkle became widely known online for her brightly colored, often extravagant outfits and humorous slogans such as "Stealing your man since 1928." The Kentucky native amassed roughly three million followers on Instagram, where she cultivated a persona that earned her the nickname "the internet's favourite granny."
Tributes from fans and fellow celebrities poured in after the announcement. Socialite Paris Hilton wrote on social media, "She was iconic. Sending love." The outpouring highlighted Van Winkle's cross-generational appeal and her role as a distinctive figure in internet culture.
Van Winkle's rise to prominence turned her into a recognizable face in fashion and pop-culture circles. She frequently appeared in stylized photographs and videos that played with conventional ideas about age, style and sexuality, cultivating a loyal online following and media attention for her flamboyant image.
Her family framed her death as the close of a life marked by exuberance and affection. The Instagram post emphasized family bonds and described Van Winkle as a source of joy and tenderness for those who knew her personally and virtually.
Van Winkle's passing comes weeks after her 97th birthday. Her public persona and social-media presence had made her an emblematic figure in conversations about aging and representation online, illustrating how digital platforms can elevate unconventional personalities to global visibility.
No details about the cause of death were provided in the family's announcement. Further statements from family members or representatives were not immediately available.
Coverage of Van Winkle's life and career reflected both her impact on internet culture and the broader trend of older creators finding audiences online. Her blend of humor, theatrical fashion and candidness about age helped her stand out in a crowded social-media landscape and secured her a place in popular culture well beyond her follower count.