From shocking to brutality: how the scandal around CHA U KAO changed the face of Alexei Zhidkovsky

On July 18, 2026, one of the most discussed events of the gossip columns took place at the VK Fest festival in Moscow: blogger Alexei Zhidkovsky has radically changed his image, abandoning the usual androgynous image in favor of emphasized "brutality". Instead of long curls, bright makeup and designer outfits, which have been his calling card for years, he appeared in front of the public in a strict black suit, with a short haircut and a neat beard.

Transfiguration or "disguise"?

The appearance of the blogger shocked guests and journalists: many admitted that they recognized Alexei only by his voice. On the network, his new look was compared to "young Stas Mikhailov", John Travolta and Hollywood actors. Later it turned out that the radical changes were temporary. The beard turned out to be false, and there was a wig on his head. Zhidkovsky himself explained this by his love of reincarnation and called the new image a kind of "acting".

@zvezdach_zoom ⚡️⚡️⚡️A NEW IMAGE OF ALEXEI ZHIDKOVSKY! #жидковский ♬ original sound – Zoom

Connection with CHA U KAO brand fine

The public and experts associate such a sharp change in style with the recent high-profile legal scandal. In June 2026, a Russian cosmetics brand CHA U KAO (Nuolab LLC) was fined for 2.5 million rubles for "LGBT propaganda".

Main facts of the case:

• Reason for the fine: Promotional materials for the lip gloss line, of which Zhidkovsky became an ambassador in February 2026.
• The initiator of the audit: Head of the Safe Internet League Ekaterina Mizulina.
• Court decision: The court found that the advertising with the participation of Zhidkovsky was aimed at "forming the attractiveness of non-traditional relationships," and the blogger himself was called a transvestite in the documents of the Ministry of Internal Affairs.

After the verdict, the brand was forced to delete all posts featuring Alexei.

Audience reaction

Many users on the network suggested that the "brutal" image at VK Fest was a forced measure. Opinions were expressed that the organizers of the festival could prohibit the blogger from coming out in his usual form due to the age limit of "0+" or under the threat of complete "cancellation" against the backdrop of the recent fine of his brand partner.

Despite the external changes, Zhidkovsky retained his trademark manner of communication and self-irony. Discussing his new look with Ilya Sobolev, he jokingly noted that now "no one will recognize him" except by his eyes, which he also preferred to hide behind dark glasses. At the same time, the blogger stressed that his main life principle is to look as comfortable as he is, because "life is one."