You’ve seen her. Maybe she was showing you how to clean your dishwasher filter with a lemon or teaching you that "it's never too late to bloom where you're planted." Barbara Costello, better known to her nine million followers as "Babs," isn’t just some sweet lady with a rolling pin. She is a bonafide media mogul. While most people her age are winding down, Babs is scaling up. People are constantly whispering about the Barbara Costello net worth because, let's be real, seeing a grandmother in her late 70s land major brand deals and New York Times bestsellers is fascinating.
It’s easy to look at her cozy Connecticut kitchen and think it’s all just hobbyist fun. It isn't. Babs is running a tight ship with a multi-generational team that includes her daughter, Elizabeth Ariola. This isn't just about "viral moments." It's about a strategic, highly profitable brand that has turned grandmotherly wisdom into a massive revenue stream.
Breaking Down the Barbara Costello Net Worth
Estimating the net worth of a social media star is always a bit of a guessing game, but when you look at the receipts, the numbers are substantial. Most financial analysts and celebrity wealth trackers place the Barbara Costello net worth somewhere in the $1 million to $3 million range as of 2026.
Honestly, that might even be conservative.
Consider the "Basket House." This 1830s cottage in Connecticut, which serves as her headquarters and part-time home, underwent a massive renovation recently. Raising a house two feet above a floodplain and turning an old blacksmith shop into a high-end content studio isn't cheap. It’s a physical manifestation of the success she’s found since her first TikTok video went live in April 2020.
Her income doesn't just come from one place. She’s diversified. Babs has:
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- Two major cookbooks (Celebrate with Babs and Every Day with Babs) that have moved hundreds of thousands of copies.
- High-level ambassadorships with brands like Birch Lane (Wayfair) and QVC.
- Recurring television appearances on The Today Show and The Drew Barrymore Show.
- Massive social media ad revenue across TikTok, Instagram, and Facebook.
The "Brunch with Babs" Revenue Streams
Babs didn't just stumble into money. She was a merchant before she was a "Memonna." Growing up in a Chicago household with Italian and Lebanese roots, she learned the "art of the deal" early. Her mom was a natural salesperson, and Babs herself ran a successful preschool called The Growing Tree for over 20 years before "retiring."
The Bestselling Books
When Celebrate with Babs dropped in 2022, it didn't just sit on shelves. It hit the bestseller lists. By late 2023, it had already sold nearly 100,000 copies. At a standard royalty rate for a New York Times bestseller, those sales alone represent a significant six-figure payday. Her follow-up, Every Day with Babs, which launched in 2025, hit the #3 spot on the charts almost immediately.
Brand Partnerships and "Chief Cheer Officer"
You don't get named "Chief Cheer Officer" for QVC’s Christmas in July without a hefty contract. Babs is part of the "Q50"—a group of the 50 most influential women over 50. She shares the spotlight with the likes of Martha Stewart and Hoda Kotb.
Then there’s the Birch Lane deal. In late 2024, she launched a curated collection of furniture and decor. This wasn't just a "Babs likes this chair" post. It was a formal partnership where she became the brand's first-ever ambassador. When you're the face of a Wayfair-owned brand, the compensation usually includes a mix of flat fees and performance-based bonuses.
Why She’s More Than Just a TikToker
The secret to the Barbara Costello net worth is her authenticity. Younger audiences—mostly the 20 to 40 demographic—flocked to her during the pandemic because they missed their own families. She wasn't trying to sell them a lifestyle; she was offering them a safety net.
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"I think people are hungry for connections, for the safety of home, safety of family—and maybe with me, they feel safe," Babs once told the Washington Post.
This emotional connection is what makes her so valuable to advertisers. When Babs tells you to buy a specific brand of paper towels or use a certain cast-iron skillet, you listen. Why? Because she feels like your mom. That level of trust is the "holy grail" for marketing departments.
The Business Behind the Apron
Babs is the first to tell you she has a team. It’s a four-woman operation.
- Babs (The Talent/Leader): 70s perspective and wisdom.
- The 50s Perspective: Managing the mid-life bridge.
- Elizabeth (The Daughter): The millennial mom perspective who actually started the account.
- The 20s Perspective: Keeping the content snappy and on-trend.
This structure allows "Brunch with Babs" to appeal to everyone. They aren't just filming on an iPhone and hoping for the best. They are analyzing trends, negotiating with agencies like the Creative Artists Agency (CAA), and building a legacy.
Surprising Facts About Babs' Financial Journey
Most people don't realize Babs actually ran a fast-food restaurant back in Chicago. It was called Mrs. Murphy's (they kept the sign because they couldn't afford a new one) and served Italian beef and sausage sandwiches. She’s been an entrepreneur her entire life.
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She also doesn't just do this for the money. She uses her platform to fundraise for the Elizabeth Seton Children’s Center and other causes. Her wealth isn't just about the balance in her bank account; it's about the capital she’s built in her community.
What You Can Learn from Babs' Success
If you're looking at the Barbara Costello net worth and feeling a bit behind, stop. Babs started this at 71. She didn't have a business plan. She just said "yes" to her daughter's idea to film a recipe.
The lesson here is simple: your "second act" (or third, or fourth) can be your most profitable.
How to apply the Babs Method to your own life:
- Don't wait for "perfect": Her early videos were simple. Just a woman and a recipe.
- Leverage what you already know: She didn't learn to cook for the camera. She spent 50 years doing it for her family.
- Stay high-energy: She credits her preschool teaching background for her animated delivery. Energy is infectious.
- Build a team: You can't do everything alone. Find people who fill your skill gaps.
Babs is proof that the "American Dream" isn't reserved for 20-something tech founders. Sometimes, it looks like a grandma in a bright sweater telling you how to make the perfect Thanksgiving turkey.
Actionable Next Steps to Follow the Babs Blueprint:
- Audit your "forgotten" skills: What is something you’ve done for decades that others find difficult? (e.g., gardening, organization, car repair).
- Identify your "Elizabeth": Find a younger family member or friend who understands current digital platforms to help you bridge the technology gap.
- Start a "Value First" project: Create three pieces of content (videos, posts, or even just emails) that solve a specific problem for someone else without asking for anything in return.
- Invest in your "Headquarters": You don't need a 1830s cottage, but create a dedicated space where you can produce your best work consistently.