Georgie Aldous

Biography

Georgie James Aldous ( AWL-dəs; born 5 July 1998) is a British model, entrepreneur and influencer. In 2017 he became the first male beauty model for Superdrug, New Look and Primark, after launching a petition in 2016 to get more men on British make-up campaigns.

== Early life and education == Aldous was born in Great Yarmouth, Norfolk, England and attended Ormiston Venture Academy.

== Career == Aldous began posting vlogs on YouTube in 2013, using it as a way to overcome bullying and anxiety. He received verbal abuse in his hometown of Great Yarmouth for wearing make-up in public. He also stated he had received online abuse, including comments that him wearing make-up was against religion. By the age of 18 he was one of the top male beauty vloggers in the UK and the first British male beauty influencer to feature on Instagram's beauty report. Aldous began experimenting with make-up after being bullied at school as a teenager. In 2016, he began campaigning for more men to be featured in British make-up campaigns after American makeup company CoverGirl announced it would be having its first CoverBoy, James Charles. He began a petition on Change.org titled #GetMenOnMakeupCampaigns, calling on major UK beauty brands to start including more men in their make-up campaigns. A year later in 2017, he became the first male beauty model for Superdrug, New Look and Primark.

== Business ventures ==

=== Georgie Cosmetics === In 2019, Aldous launched his eponymous make-up brand Georgie Cosmetics (stylized as GEORGIE COSMETICS), which was dissolved in 2022 for unknown reasons.

=== Pembroke Avenue === On 5 November 2025, Aldous launched his independent fragrance brand Pembroke Avenue in memory of his late mother Tracy Paulette Alford who died on 11 January 2022 from Non-Hodgkin lymphoma. In May 2026, Aldous paused running the brand due to his mental health and ADHD diagnosis.

== Social activism ==

=== Online pharmacies === Aldous campaigned for tighter restrictions on weight loss drugs. In 2024, he was hospitalized for side effects from using Mounjaro, including tachycardia, panic attacks and panic disorder. He called for online pharmacies to carry out stricter checks when issuing prescriptions for weight loss medication, and launched a petition in 2025 for the government to review the regulations for weight loss injections, as he feels that "the regulations for weight loss injections purchased publicly and privately are not strong enough to protect the user on their journey."