Where are Zoe Sugg and Alfie Deyes? Fans are so concerned after picture sparked alarm. Now CODIE BULLEN reveals debts as sources say ‘they’re ready to give it all up’

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This popular YouTube couple shares almost everything with their millions of fans, including major life events like moving, getting engaged, and expecting a baby.

After consistently sharing updates for 16 years, Zoe Sugg and Alfie Deyes’ followers were understandably worried when the couple suddenly stopped posting on social media for over three months.

‘We miss the “Zalfie” family,’ one wrote.

‘Starting to get worried about you all,’ said another.

Zoe first gained popularity in 2012 through her blog and YouTube channel, where she shared beauty and lifestyle content. This eventually grew into Zoella, a very successful brand worth millions. She was the first UK YouTuber to reach a million dollars in earnings, and Forbes named her the most influential beauty vlogger in 2017. Zoe also created Zoella Beauty, a line of bath, body, and beauty products that she sold for five years before closing the company in 2019.

She began dating Alfie Deyes, a popular YouTuber known as PointlessBlog, in 2012, and they quickly became one of the most well-known couples online in the UK.

They were members of the Brit Crew, a very popular group of nine British YouTubers, including Caspar Lee and Tanya Burr, who gained prominence in the early and mid-2010s.

But now, sources say that ‘Zoe is ready to give it all up and focus on family life’.

Zoe and Alfie, ages 35 and 32 respectively, live in Brighton with their daughters, Ottilie (born August 2021) and Novie (born December 2023).

They got engaged in September 2023 after more than ten years together and are yet to tie the knot.

Zoe and Alfie, popular YouTubers with more than 20 million followers, usually pause their video uploads in January. This is because they’ve been doing a daily video series called ‘Vlogmas’ throughout December leading up to Christmas.

They’ve been off social media for nearly four months now, which sources say is very unusual for them.

After a three-month break, Alfie returned to Instagram on International Women’s Day, March 8th, with a post letting fans know his family is doing okay.

A few days after that, he posted a shirtless photo and debuted a new beard, which surprised some fans and made them worry about why Zoe hadn’t been heard from in a while.

After Zoe Sugg’s brother, Joe Sugg, and his partner Dianne Buswell (who met on Strictly Come Dancing) shared the news of their son Bowden’s birth on Instagram on Wednesday, many people expected Zoe and her partner to become active on social media again.

Alfie showed his support for Joe’s new baby with a like and comment, proving he still checks social media even though he doesn’t post much anymore. However, Zoe hasn’t reacted to the photo, and many fans think she might have deleted the app.

However, she and Alfie were quick to travel to Sussex to meet baby Bowden.

Joe and Dianne were seen taking a sunny family stroll on Thursday, clearly delighted as new parents.

Zoe tried to go unnoticed, wearing sunglasses and a baseball cap with a loose white sweater and jeans, as she walked with her daughter, Novie, holding hands.

Zoe and Alfie haven’t been posting on YouTube as much lately. They’re now concentrating on their businesses and other influencer projects, like promoting their clothing lines, Future Self and Dear Sunday.

According to Companies House records, Future Self Clothing LTD experienced a significant drop in its net assets between 2024 and 2025, falling from £196,346 to £69,878. This decline was mainly due to a large increase in short-term debts, which rose from £19,623 to £111,755.

However, Zoe Sugg’s company, Zoe Sugg Limited, is doing very well financially. Its assets have increased significantly, going from £2.9 million to £4.9 million.

Okay, so Alfie’s company isn’t exactly exploding with growth, it’s only gone up a little, from £1.85 million to £2.07 million in assets. Honestly, it makes me a little worried! And he still has over £411,000 in short-term debt – it’s good it’s down from £516,000 last year, but still! That’s probably why he’s clinging to his online stuff, you know? He needs that income, and I totally get it. I just want him to be financially secure while still creating the content we all love!

Zoe has dealt with several public controversies throughout her career. Old tweets containing homophobic and fat-shaming comments from 2009-2012 came to light in 2017, and she publicly apologized. She also faced criticism when it was revealed she used a ghostwriter for her first novel, Girl Online, a teen romance published in 2014. Additionally, fans were upset with a 2017 advent calendar she sold that only contained 12 days of treats despite being advertised as a full advent calendar.

Despite having millions of dedicated fans who’ve supported her for years, her recent lack of communication has frustrated many online and upset some of her followers.

One pointed out: ‘Zoe sounded like she was over YouTube during Vlogmas.

If they decide to stop and prioritize family, a farewell video expressing gratitude would be a nice gesture. After all, they wouldn’t have their current lifestyle without the support of their followers.

Someone else pointed out how strange it is that they’re still selling “Dear Sunday” products while asking fans for support, since it doesn’t seem like they’re putting anything back into the community.

“Maybe ‘Dear Sunday’ was a final attempt to connect with their audience before they stopped making videos and using social media.”

Last December, Zoe and Alfie finished their daily Vlogmas series on Boxing Day and didn’t start regularly vlogging again until February 23rd. However, they continued to share updates with their followers on Instagram throughout the break.

Zoe stepped away from making vlogs again last summer, but came back to YouTube – where she has five million followers – on the very same day her brother, Joe, shared the news that his partner, Dianne, was expecting a baby. However, some fans felt Zoe had overshadowed her brother’s announcement because she posted her video just hours beforehand, leading to accusations of ‘sabotage’.

It was a straightforward video response that initially made people wonder if Zoe would keep posting consistently. In the video, she explained that sharing personal details publicly for sixteen years is a long time, and sometimes it’s good to take a break and reconsider things.

I’m starting to wonder if anyone’s still interested in what I create. Is there any demand left for content like mine? Is there still a place for it?

Honestly, lately I’ve been wondering if I even fit in anymore. Like, have I already shown everyone absolutely everything I have to offer? It’s been really getting to me, just being real with you. I keep asking myself if there’s still a spot for me, if I still have something to contribute… it’s just been on my mind a lot.

The video quickly became very popular with longtime fans, gaining hundreds of thousands of views in just a few hours.

Zoe and Alfie have been gradually withdrawing from public life. For example, they turned down a chance to be in a documentary last year about the Brit Crew, the YouTube group that helped launch their careers.

Now that they’re posting vlogs and on social media less often, and keeping their personal lives more to themselves, many wonder if they’ll eventually step away from their online lives altogether.

After 16 years of following ‘Zalfie’, how will their fans react if the couple decides to stop creating content for good?

Zoe and Alfie’s representatives were contacted for comment.

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2026-03-19 21:09