I’m a social activist, model, digital creator, and entrepreneur, born on 5 July 1998, in my hometown of Great Yarmouth, located in Norfolk, England.

My businesses are based here, and I wouldn’t ever change that, as the town is a massive part of their origin story.

In 2016, I launched a petition on Change.org titled #GetMenOnMakeupCampaigns to advocate for more male representation in British makeup campaigns. I had noticed a lack of diversity in drugstores like Superdrug (where I worked at the time) and Boots, which claimed to be “inclusive” but were, in reality, doing the opposite in their advertising.

After a year of pushing back against these companies online and in the press (and shutting down countless lazy excuses and offers of free products), I made history by becoming the first-ever male beauty model for Superdrug’s own makeup brand, as well as for New Look and Primark.

Since then, countless other male models have appeared in advertising campaigns, and I’m extremely proud to have paved the way for them.

On 5 November 2025, I launched Pembroke Avenue, a vegan and cruelty free fragrance brand created in memory of my mother, Tracy Paulette Alford, who sadly passed away from stage 4 aggressive blood cancer (known medically as high-grade non-Hodgkin lymphoma) on 11 January 2022, at 9:07 a.m.

Although I’m not active in the online beauty space anymore (due to the toll the industry took on my mental health, something I’ve spoken about publicly), I’m excited to launch a beauty line under Pembroke Avenue in the future.

If you’d like to keep up with me, you can follow me on Instagram here.