Jump to Main ContentJump to Primary Navigation

The internet’s favourite fashionable grandma is Urban Decay’s new muse

baddie winkle urban decay 5.jpg

Baddie Winkle’s bid for world domination continues apace, and to be fair, nobody really minds.

Whatever your thoughts on the Instagram-famous, it’s hard not to fall for the 88-year-old’s style and IDGAF attitude.

Just look at this selfie game:


A photo posted by badddiiie (@baddiewinkle) on

And her thoughts on ‘age-appropriate’ fashion:

FUCK BEING AGE APPROPRIATE ✨ @missguided @galore

A photo posted by badddiiie (@baddiewinkle) on

At 2.6 million followers and counting, Knoxville-based Baddie (real name Helen Van Winkle) has celeb pals, attends awards shows and has been named one of the 30 most influential people on the internet by Time.

So it’s no surprise that brands are clamouring for her seal of approval – having modelled for Missguided among others, Urban Decay has now snapped up the octogenarian as their Monthly Muse.

baddie winkle urban decay muse

Photographing her posing around LA (where else?), the cosmetics brand says it chooses “awesome women who epitomise what it means to be cool” – and self-confessed colour junkie Ms Winkle is the perfect fit.

Read more: Baddie Winkle is the badass new face of Missguided

The star is known for her eclectic style, something she was encouraged into exploring by her great-granddaughter, and holds no truck with the idea that getting older means retiring into the background.

baddie winkle urban decay muse

Once asked what advice she’d give to others her age, she replied: “I would say, ‘Get off your butt and get busy doing the things you wanted to do all your life but never did, so do it before it's too late. Get out and do your thing.’”

We’re on board, Baddie.

Images: Urban Decay



Meet Baddie Winkle: 87-year-old Insta fashion idol


This is what Christmas is really like in Kate Moss’ house

wedding photo.jpg

Bride and groom chose their three grandmas to be flower girls


The best A-list Instagrams from the weekend

From Lupita Nyong’o’s chilled afternoon to Serena Williams’ girls’ night out

by Nicola Colyer
21 Aug 2017

UKIP candidate suggests paying British Indians to leave the UK

And Twitter responds perfectly

by Moya Crockett
21 Aug 2017

Elisabeth Moss denies that Scientology is anything like Gilead

The Handmaid’s Tale star discusses the parallels between her show and her faith.

by Moya Crockett
21 Aug 2017

JK Rowling spots mansplainer in the wild, and deals with him perfectly

The Harry Potter author won’t let any woman’s confidence be knocked by mansplaining

by Kayleigh Dray
21 Aug 2017

The best A-list Instagrams from the week so far

From Nicki Minaj’s vintage look to a Sisterhood of the Travelling Pants reunion

by Nicola Colyer
18 Aug 2017

Chris Brown tried to excuse his attack on Rihanna, and it’s not OK

“Violence is a choice he made – and he alone is responsible for it”

by Kayleigh Dray
17 Aug 2017

Serena Williams on how skin colour affects what people think of her

“I feel like people think I’m mean”

by Amy Swales
17 Aug 2017

This Hocus Pocus star’s pregnancy announcement is pure 90s perfection

“I smell children…”

by Kayleigh Dray
17 Aug 2017

Anna Faris on knowing when to call time on an unhappy relationship

“Don’t be afraid to seek your independence”

by Kayleigh Dray
17 Aug 2017

Why Taylor Swift’s sexual assault verdict is a victory for womankind

The pop star has completely changed the narrative

by Kayleigh Dray
16 Aug 2017