Aldous began posting vlogs on YouTube in 2013, using it as a way to overcome bullying and anxiety.[3] He received verbal abuse in his hometown of Great Yarmouth for wearing make-up in public.[4] He also stated he had received online abuse,[5][6] including comments that him wearing make-up was against religion.[7] By the age of 18 he was one of the top male beauty vloggers in the UK[8] and the first British male beauty influencer to feature on Instagram's beauty report.[9]
Aldous began experimenting with make-up after being bullied at school as a teenager.[10] 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. He began a petition on Change.org titled #GetMenOnMakeupCampaigns, calling on major beauty brands to start including more men in their make-up campaigns.[11] A year later in 2017, he became the first male beauty model for Superdrug,[12]New Look[13] and Primark.[14]
In 2019 Aldous launched the make-up brand Georgie Cosmetics, which was dissolved in 2022.[15][16]
Social activism
Online pharmacies
Aldous campaigns for tighter restrictions on weight loss drugs.[17][18] In 2024, he was hospitalized for side effects from using Mounjaro, including tachycardia, panic attacks and panic disorder.[19] He is now calling for online pharmacies to carry out stricter checks when issuing prescriptions for weight loss medication,[20][21] 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."[22]
Animal rights
Aldous told British clothing brand New Look in an interview when he became their first male beauty model in 2017,[13] that he believes "an animal shouldn't have to suffer for makeup", and that he would "never want to put an animal through suffering" for him to "look good". Aldous also stated that "there are so many brands that aren't testing on animals so there is no reason why you can't choose cruelty-free."[23]
Personal life
Aldous publicly came out as gay in 2015 at the age of 16, by posting a video on his YouTube channel.[24][25]
In 2016 after posting a photo of him wearing makeup on Facebook, Aldous' mother asked him if he wanted to be a woman and also if he wanted to be a transvestite.[26][4]
In 2016, Aldous announced that he lost 3 stone (42lb; 19kg) in three months by becoming vegan and "eating clean",[32] but in 2017 Aldous revealed that he was lying previously and stated that he was actually "addicted" to losing weight and the feeling of hunger. He also stated that he would train so much that he would feel faint due to the lack of calories he was consuming at the time and urged people to not starve themselves to lose weight or to meet expectations.[33]
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