Georgie James Aldous (born 5 July 1998)^[1] is a British social activist, model 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.

Aldous was born in Great Yarmouth, England^[1] and attended Ormiston Venture Academy.^[2]

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 for wearing make-up online.^[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 bean experimenting with make-up after being bullied at school as a teenager.^[10] In 2017, 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 men in their make-up campaigns.^[11] The same year, 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.^[15]

Aldous campaigns for tighter restrictions on weight loss drugs.^[16] In 2024, he was hospitalized for side effects from using Mounjaro, including Tachycardia, panic attacks and panic disorder.^[17] and is now calling for online pharmacies to carry out stricter checks when issuing prescriptions for weight loss medication.^[18][19]

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. Beauty isn't worth an animal's pain." Aldous only uses cruelty-free products.^[20]

Aldous came out as gay in 2015.^[21] In 2016, his mother asked him if he wanted to be a woman and also if he wanted to be a transvestite.^[22][4] He has also stated that he struggles with body dysmorphia.^[23] He also admitted to previously having a marijuana dependency, stating that the national lockdown had helped him quit his substance abuse.^[24][25]

In 2016, Aldous announced that he lost 3 stone (42 lbs) in three months by becoming vegan and "eating clean",^[26] 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.^[27]

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