Instagram's favourite grandma Baddie Winkle rolls out make-up range at 90

By Sarah Parsons 29-May-2019

The 90-year-old social media celebrity and beauty influencer has teamed up with INC.redible Cosmetics to create the collection

The internet’s favourite grandma Baddie Winkle has made her beauty debut at 90-years-old.

The social media star – real name Helen Ruth Elam Van Winkle – became a viral sensation aged 85 thanks to her bright outfits, use of innuendo and ‘stealing your man since 1928’ tagline.

She has since achieved nearly four million Instagram followers, with fans including singers Miley Cyrus and Rihanna, and previously landed a deal with fast fashion retailer Missguided.

Although she was a campaign star for Urban Decay in 2016, Baddie’s partnership with British make-up brand INC.redible Cosmetics marks her first capsule collection.

The three-strong INC.redible Baddie range includes Double Perks (£9) anti-ageing breast sheet mask to “moisturise your assets”; Rolling It Back (£8), a ninties-inspired strawberry scented lip roller, and the Baddie’s Got The Gold (£15) highlighter embossed with the pop icon’s face.

Consumers in the US can purchase the range from Sephora today and UK shoppers can get their hands on the line via from 6 June.

Nails Inc, the parent company of INC.redible Cosmetics, said that 5% of all sales will be donated to charity The Trevor Project to support suicide prevention in the LGBTQ community.

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