Since his debut on The Only Way Is Essex he's been steadily bringing new trends to the spotlight.
Now the proud owner of his very own Brentwood boutique called Fusey, Joey Essex proved his business man credentials once again as he launched another brand.
Presenting D'Reem haircare range at the Sugar Hut on Thursday evening, the 21-year-old was joined by a few miniature versions of himself.
Dr.
Evil would be well jel: Joey Essex was joined by miniature versions of
himself at the launch of D'Reem haircare on Thursday in Essex
A trendsetter for all generations: Joey beamed as he held the hands of two toddlers dressed just like him
Arriving
to the popular Essex haunt, owned by Mick Norcross, Joey arrived hand
in hand with two toddlers dressed identical to him.
Wearing black leather jackets, white T-shirts, light-wash slim fitted jeans, side-bags and Nike Blazers, Joey beamed as he showed off his mini-mes.
And as the former club promoter entered the venue, he was greeted by even more younger look-a-likes as they all posed for photographers.
Taking over the world: Joey smiled as he posed for photographers at the Sugar Hut
'Mini Joey Essex's are CREEPY SICK': The 21-year-old reality TV star signaled his approval of his look-a-likes on Twitter
Seeing more than double... Joey and the boys wore leather jackets with white T-shirts, jeans and Nike trainers
The
Essex family just got bigger! Joey's sister Frankie Essex pouted and
gave the peace sign as she posed with some mini versions of her younger
brother
Stepping out to support her man: Joey's fiancée Sam Faiers was see arriving at Sugar Hut alongside former co-star Harry Derbidge
Giving the idea to create minions his seal of approval, Joey tweeted: 'Mini Joey Essex's are CREEPY SICK'.
And clearly looking forward to the evening ahead, earlier on Thursday, Joey wrote: 'Busy day for me today !! But all good !! Who's coming to my launch party tonight ? #joeyessexD'REEM'.
Stepping out to support her fiancée's latest venture, Sam Faiers was seen arriving at the venue alongside former TOWIE cast member Harry Derbidge.
'At @JoeyEssex_ d'reem hair product launch ... Loving my shades!!': Sam, Joey and Arg posed with their sunglasses at the launch
Fusey... Joey threw up a hand gesture as he posed with co-star James 'Arg' Argent
Proud big sister: Frankie looked lovely in a white thigh-skimming skater dress and nude peep toe heels
Night off performing: Stars of ITV2's Big Reunion Célena Cherry (R) and Mariama Goodman of the Honeyz
Also in attendance: Joey's co-star and BFF Tom Pearce flashed his pearly whites on arrival at the Essex haunt
Stars
of ITV2's Big Reunion Célena Cherry and Mariama Goodman of the Honeyz,
James 'Arg' Argent and Tom Pearce were also in tow to wish Joey well at
his launch.
Arg tweeted: 'Congratulations @JoeyEssex_ on ur D`REEM HAIR launch!!! I'm nicking so many products haha #Goodtimes'.
While Pearce's message of support read: 'heading to @sugarhut tonight for @JoeyEssex_ hair product launch!'
'Congratulations @JoeyEssex_ on ur D`REEM HAIR launch!!!': James 'Arg' Argent was also on hand to wish Joey well
The man in charge: Former TOWIE star and Sugar Hut owner Mick Norcross and a guest
Centre of attention: Mick was joined by his Sugar Hut honeys at the launch party
Now the proud owner of his very own Brentwood boutique called Fusey, Joey Essex proved his business man credentials once again as he launched another brand.
Presenting D'Reem haircare range at the Sugar Hut on Thursday evening, the 21-year-old was joined by a few miniature versions of himself.
Dr.
Evil would be well jel: Joey Essex was joined by miniature versions of
himself at the launch of D'Reem haircare on Thursday in EssexA trendsetter for all generations: Joey beamed as he held the hands of two toddlers dressed just like himWearing black leather jackets, white T-shirts, light-wash slim fitted jeans, side-bags and Nike Blazers, Joey beamed as he showed off his mini-mes.
And as the former club promoter entered the venue, he was greeted by even more younger look-a-likes as they all posed for photographers.
Taking over the world: Joey smiled as he posed for photographers at the Sugar Hut'Mini Joey Essex's are CREEPY SICK': The 21-year-old reality TV star signaled his approval of his look-a-likes on TwitterSeeing more than double... Joey and the boys wore leather jackets with white T-shirts, jeans and Nike trainersThe
Essex family just got bigger! Joey's sister Frankie Essex pouted and
gave the peace sign as she posed with some mini versions of her younger
brotherStepping out to support her man: Joey's fiancée Sam Faiers was see arriving at Sugar Hut alongside former co-star Harry DerbidgeAnd clearly looking forward to the evening ahead, earlier on Thursday, Joey wrote: 'Busy day for me today !! But all good !! Who's coming to my launch party tonight ? #joeyessexD'REEM'.
Stepping out to support her fiancée's latest venture, Sam Faiers was seen arriving at the venue alongside former TOWIE cast member Harry Derbidge.
'At @JoeyEssex_ d'reem hair product launch ... Loving my shades!!': Sam, Joey and Arg posed with their sunglasses at the launchFusey... Joey threw up a hand gesture as he posed with co-star James 'Arg' ArgentNight off performing: Stars of ITV2's Big Reunion Célena Cherry (R) and Mariama Goodman of the HoneyzAlso in attendance: Joey's co-star and BFF Tom Pearce flashed his pearly whites on arrival at the Essex hauntArg tweeted: 'Congratulations @JoeyEssex_ on ur D`REEM HAIR launch!!! I'm nicking so many products haha #Goodtimes'.
While Pearce's message of support read: 'heading to @sugarhut tonight for @JoeyEssex_ hair product launch!'
'Congratulations @JoeyEssex_ on ur D`REEM HAIR launch!!!': James 'Arg' Argent was also on hand to wish Joey wellThe man in charge: Former TOWIE star and Sugar Hut owner Mick Norcross and a guestCentre of attention: Mick was joined by his Sugar Hut honeys at the launch party