I have been a HUGE fan of Towie right from its very beginnings back in 2010 and still watch it religiously today. So, when I heard that Joey Essex was going to be at the Tesco Beauty Range Launch to showcase his new D’Reem haircare for men, I was a little bit excited.
Any Towie fan will know that Joey often steals the show with his hilarious anecdotes and trendsetting quips. How many times have we heard the word ‘reem’ this year? Too many to count! Whether you like it or not, that word is here to stay as it sparked the whole idea for D’Reem.
I was lucky enough to sit down with Joey to hear about D’Reem and all things Essex – plus I wanted to know if he’s going to give poor Diags a job in his new shop!
Joey looked super smart for his big day in black trousers, a burgundy shirt and obligatory man-bag. And, of course, Joey was sporting his new ‘Fusey’ haircut.
Joey even had his very own yummy cupcakes!
When asked how the haircare idea began, the King of Essex said: ‘It all started when I said the word ‘reem’ and it was something I really wanted to do.” Since then he has been working hard on D’Reem and has been involved in every part of the production process. After 18 months of planning the finished product is finally here! It’s clear from the slick D’Reem packaging that it has Joey’s stamp on it. Check out the D’Reem product range below –
Ok, so products seen it was time to ask Joey about that haircut. I thought Joey’s trendsetting hair was great timing for the D’Reem launch, but it was actually something Joey randomly decided to do. Joey’s manager nearly fell off his chair last week when Joey rang him up debating whether or not to shave his head!
But we’re glad he didn’t, because if you follow Joey on Twitter you’ll know that it has massively taken off and become a huge trend. Plus, we are sick of seeing side-partings! Joey said: “It looks alright and everyone likes it. Now almost every boy in Essex has got it done. Everyone’s got the same haircut – I didn’t think it would get that big!” He even challenged me to get it! I don’t think it would suit me somehow…
Our favourite Essex boy also revealed that he is opening his new men’s boutique in about three weeks time. But if you watched last Sunday’s episode you’ll know that the lovely Diags auditioned for a job in the shop. I asked Joey if he’s going to give Diags the job, but Joey said: “I’m going to ask him to get his haircut and if he gets it he might get the job.” We reckon good ole’ Diags could pull it off! What do you think?
Like my fellow Towie fans, I was happy to learn that Joey is such a genuinely nice guy and very funny too, just like he is on TV. Joey was even kind enough to let me share his throne. Now I just need to get down to Sugar Hut for a proper Towie night out Essex style!
D’Reem haircare for men for Beauty at Tesco is available in-store and online. And you can catch Towie on ITV2 on Wednesdays and Sundays.