Barbara “Babs” Costello, born November 2, 1948, is an American internet personality, cookbook author, and social media creator best known as the face behind the wildly popular @BrunchWithBabs accounts.
She rose to fame during the COVID-19 pandemic at age 71 and has since become known as “the internet’s favorite grandma.” With over 9 million followers across all platforms, her story is one of the most inspiring second acts in modern media.
Who is Babs Costello?
Barbara Costello, affectionately called Babs, is a beloved digital creator whose warm recipes, household tips, and motherly wisdom have won over millions of fans of all ages. She built her massive following starting in April 2020 and never looked back.
She is also a New York Times bestselling cookbook author, a former middle school teacher, and a preschool founder who ran her own school for more than 20 years. Few people launch a major media career after retiring, but Babs did exactly that.
Her signature greeting, “Hi everybody, it’s Babs!” has become one of the most recognized phrases in the online food world. Fans describe her as the mom or grandma they always needed.
Her content covers everything from classic family recipes to household hacks, holiday hosting tips, and her beloved “A Slice of Peace” segments.
She delivers gentle life advice with a warmth and humor that viewers simply cannot resist. The result speaks for itself.
Early Life of Babs Costello
Barbara Shamon Costello was born and raised on the west side of Chicago, Illinois. She grew up in a large, close-knit family with Italian and Lebanese roots, surrounded by grandparents, aunts, uncles, and dozens of cousins, many of whom shared the same apartment building.
Sunday gatherings were a cornerstone of her childhood. More than 40 relatives would come together for a meal every single week. That early immersion in food, family, and celebration would later define everything she created online.
Her upbringing instilled a deep love of cooking, hospitality, and community that carried through every decade of her life.
Babs Costello Age
Babs Costello is 77 years old as of 2026, born on November 2, 1948, in Chicago, Illinois. She is one of the most influential content creators of her generation, proving that fame has no age limit.
Babs Costello Ethnicity and Nationality
Babs Costello is American. She has Italian and Lebanese heritage on her mother’s side and Irish heritage through her husband’s family.
As she has said in interviews, she considers the Italian-Lebanese combination a “wonderful mix” centered on love of family and food.
Babs Costello Education
Babs attended Catholic school from kindergarten through college. She graduated from Marquette University in Milwaukee, Wisconsin, with a degree in English and a minor in education in 1970. She has credited her liberal arts education with teaching her how to think, write, and communicate clearly.
That communication skill would prove invaluable decades later when she stepped in front of a camera for the first time.
Her foundation in education shaped every chapter of her life, from the classroom to the preschool she would later build from scratch.
Babs Costello Career
Before the world knew her as Babs, Barbara Costello built a rich career rooted in teaching and community. After graduating from Marquette, she taught middle school for five years on the northwest side of Chicago.
She then took a break from teaching to co-own a small fast food restaurant with her mother, sister, and aunt. The spot, called Mrs.
Murphy’s Italian Cousins, served homemade beef and sausage sandwiches and became a neighborhood staple. Her entrepreneurial spirit was always part of who she was.
Building a Preschool from the Ground Up
When her husband’s career with Bristol Myers Squibb relocated the family first to Richmond, Virginia, and later to Connecticut, Babs adapted. She returned to teaching preschool in Virginia before the family settled in Ridgefield, Connecticut, in 1983.
After noticing a gap in local preschool options for very young children, she launched The Growing Tree, an in-home preschool in her family home. The school grew to 48 children at full capacity.
She ran it for more than 20 years before selling it to one of her own teachers. It was a remarkable achievement, built entirely from her instinct for nurturing others.
The Brunch with Babs Launch
On April 7, 2020, Babs’ youngest daughter, Elizabeth Ariola, posted the very first Brunch with Babs video. The recipe was a simple sheet pan chicken and potatoes dish. Viewers were immediately drawn not just to the food, but to Babs herself.
Comments poured in calling her a “national treasure” and a “nonna icon.” The video went viral almost overnight. That single sheet pan recipe changed everything.
Rise to Internet Stardom
Within nine months, the account had 100,000 followers. By summer 2021, the numbers had climbed to 150,000 on Instagram and 250,000 on TikTok. The growth never really stopped.
Today, @BrunchWithBabs boasts approximately 4.2 million followers on TikTok and 3.8 million on Instagram, with over a million additional fans on Facebook. Babs has appeared on The Today Show, Good Morning America, The Drew Barrymore Show, Access Hollywood, and the Kelly and Mark Show.
She was also featured on a Times Square billboard, a moment she calls her personal “pinch me” highlight.
Babs Costello Books and Publications
Babs has published two bestselling cookbooks through Penguin Random House. Her content expanded naturally from social media into the publishing world, and readers responded with enormous enthusiasm.
| Title | Year | Publisher | Achievement |
|---|---|---|---|
| Celebrate with Babs | 2022 | DK/Penguin Random House | USA Today Bestseller |
| Every Day with Babs | 2025 | Penguin Random House | New York Times Bestseller |
| Did Your Mother Ever Tell You? | 2025 | Zonderkidz | Children’s picture book |
Her first cookbook, Celebrate with Babs, focused on holiday recipes and family traditions. Babssecond, Every Day with Babs, tackled weeknight dinners organized by day of the week, earning rave reviews from food publications including Bon Appétit and Food52.
Two additional books are reportedly in development, according to her daughter Liz.
Babs Costello Awards and Recognition
Babs has received recognition from some of the most respected names in media and business. Her work as an older content creator has inspired an entire conversation about representation and age in digital media.
She was honored as one of QVC‘s “Q50,” a prestigious list celebrating the most influential women over 50, where she was featured alongside Martha Stewart, Billie Jean King, and Naomi Watts.
Additionally, she signed with Creative Artists Agency (CAA), one of the most powerful talent agencies in the world, for representation across all areas.
According to data insights firm Launchmetrics, her posts generate a media impact value of $70,900 per TikTok placement. That is the kind of number that gets Hollywood’s attention.
Babs Costello Brand Deals and Collaborations
Babs has built a meaningful brand partnership portfolio that reflects her authentic lifestyle and values. Her deals span home decor, food products, and wellness categories.
- Birch Lane (Wayfair) — First brand ambassador; launched the Babs x Birch Lane curated collection
- QVC — Featured partner and regular collaborator
- Wayfair — National television commercial with Blake Griffin
- Silk — Food brand endorsement secured through CAA
- Arnold Bread — Brand partnership secured through CAA
- Summersalt Swimwear — Body-positive advertising campaign in New York City
Her collaboration with Birch Lane was a natural fit, combining her love of tablescaping and home entertaining with a brand built around family-friendly decor.
Babs Costello Husband
Babs met her husband, Bill Costello, in Chicago in the 1960s while she was attending Trinity High School and he was at Fenwick, an all-boys Catholic school in Oak Park, Illinois. The two married in 1969 and have now celebrated over 55 years of marriage.
Bill, warmly nicknamed “Mr. Babs” by Babs’ followers, frequently appears in her videos. He has become a fan favorite in his own right, with viewers describing him as “very cute.”
Their love story, spanning more than half a century, is one of the most charming threads running through the Brunch with Babs brand.
Babs Costello Children
Babs and Bill Costello have four children together: Bill Jr., Shawn, Erin, and Elizabeth. Their youngest daughter, Elizabeth Ariola, is the creative partner behind @BrunchWithBabs, handling filming and editing for the account from the very beginning.
The family has always been at the center of Babs’ life and content. She is also a grandmother of nine grandchildren, who she loves to involve in her videos and celebrate with her followers.
Babs Costello Net Worth
Babs Costello’s net worth is estimated to be between $2 million and $5 million as of 2026. Her income comes from several growing streams.
Her revenue sources include TikTok creator fund earnings, sponsored content across Instagram and TikTok, cookbook royalties from two bestselling titles, major brand partnership deals, speaking engagements, and her Birch Lane product collaboration.
According to industry data, her TikTok placements alone generate a media impact value of nearly $71,000 per post.
With two more books in development and her brand partnerships continuing to expand, her financial position is widely expected to grow.
Babs Costello Social Media
Babs is most active on TikTok and Instagram, where she posts under the handle @BrunchWithBabs. Her TikTok account has accumulated over 68 million total likes and around 4.2 million followers as of 2026.
Her Instagram following stands at approximately 3.8 million, and her Facebook page has surpassed one million fans. Together, her platforms reach well over 9 million people combined.
She and her daughter Liz work with a small team of four women across different life stages to produce content that feels both personal and relatable to a wide audience.
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Frequently Asked Questions
How old is Babs Costello?
Babs Costello is 77 years old as of 2026, born on November 2, 1948, in Chicago, Illinois.
Who is Babs Costello’s husband?
Babs Costello’s husband is Bill Costello, often called “Mr. Babs” by fans. They married in 1969 and have been together for over 55 years.
What is Babs Costello’s real name?
Her real name is Barbara Costello. She was born Barbara Shamon and took the Costello name after marrying Bill.
What is Babs Costello’s net worth?
Babs Costello’s net worth is estimated to be between $2 million and $5 million as of 2026, earned through brand deals, cookbooks, and social media revenue.
Where did Babs Costello go to college?
Babs graduated from Marquette University in 1970 with a degree in English and a minor in education.
How many followers does Babs Costello have?
Babs has approximately 4.2 million followers on TikTok and 3.8 million on Instagram, with over a million more on Facebook, totaling more than 9 million across all platforms.
What are Babs Costello’s cookbooks?
Babs has published two cookbooks: Celebrate with Babs (2022), a USA Today bestseller, and Every Day with Babs (2025), a New York Times bestseller. She also released a children’s picture book, Did Your Mother Ever Tell You?, in 2025.
What is Babs Costello’s ethnicity?
Babs Costello is American with Italian and Lebanese heritage on her mother’s side, and Irish heritage through her husband’s family.
The Bottom Line
Babs Costello is proof that it is never too late to start something new. From Chicago schoolrooms to preschool founder to New York Times bestselling author and TikTok sensation with millions of followers, her journey is one of the most remarkable in modern media history.
We hope you enjoyed reading about Babs Costello. Feel free to share your thoughts in the comments below!