The miniature versions of Joey wore the same outfit as the TOWIE star in black leather jackets, white T-shirts, light-wash slim fitted jeans, side-bags and Nike Blazers.
The newly engaged star beamed as her entered the venue holding hands with two of the mini-mes, only to be greeted by more look-a-likes as they all posed for photographers.
Known for setting trends since his debut on the Essex reality show, Joey’s haircare range is the latest addition to his business lines. The 22 year-old also owns a Brentwood boutique called Fusey, featured on the show.
He was supported by his TOWIE co-stars at the launch night including his new fiancé Sam Faiers and his sister Frankie Essex.
Looking forward to the evening ahead, Joey tweeted early Thursday: “Busy day for me today !! But all good !! Who's coming to my launch party tonight ? #joeyessexD'REEM”
James 'Arg' Argent and Tom Pearce also attended their friend Joey’s event to wish him well.
Arg tweeted: “Congratulations @JoeyEssex_ on ur D`REEM HAIR launch!!! I'm nicking so many products haha #Goodtimes”
Tom's message of support read: “heading to @sugarhut tonight for @JoeyEssex_ hair product launch!”
Joey proposed to girlfriend Sam Faiers in Wednesday night's final of The Only Way Is Essex.
The reality star got emotional as he asked Sam to marry him in Dubai. Asked why he was crying he told Sam: “I just love you so much”
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