Joey Essex Launches ‘A-Lister Locks’ (Yes, Really…)

The marker of celebrity success seems to be when said celebrity has launched their very own beauty line. We’ve had endless self-named fragrances, One Direction lipglosses, Little Mix nail wraps, Katy Perry eyelashes and now the King of the Jungle and TOWIE star Joey Essex has launched his very own hair styling products. Following on from the successful launch of his fragrance for women and men’s styling range, the new ‘A-Lister Locks’ collection compromises of four styling products: sea salt spray, volume powder, shine spray and hair spray. It could not be more bling or ‘Essex’ if it tried, the labels being shiny silver and bold pink, especially as each bottle features a little Joey cartoon (suprisingly not telling you you’re gonna look reem.) Although I have to high-five anyone who struggles to tell the time but manages to develop a product range, when did Joey Essex become a hair icon for women? And who in their right mind would replace their Schwarzkopf for a bottle of Essex?

Although I can’t knock Little Mix or Katy Perry for signing on to put their names against beauty accessories they’d actually use, I can’t see the logic behind this range. In fact, when it landed in my inbox I actually laughed out loud and proceeded to tweet the breaking news to see if I was the only one that saw the comedy value. The products aren’t actually bad, offering a basic level of styling with no glitz or glamour (oh the irony) and an affordable price point of only £3.00-£4.00. However, I just can’t see who this would appeal to. If you’re a true TOWIE fan, surely you want to look flawless and need some high powered products and a subscription of fake tan, not a cheap and cheerful hairspray in a bright pink bottle? Maybe there are a barrage of teenage Joey fans foaming at the mouth and awaiting this line and I’m just too old to understand it. What do you think?

The Joey Essex A-Lister Locks collection is available exclusively in Tesco priced £2.99 – £3.99 (as well as via Joey’s own Fusey website.)



  1. Beautykinguk
    February 2, 2014 / 6:56 pm

    I am sure there will be a Justin Beiber body wash next so you can smell just like him!Beautykinguk

  2. Anonymous
    February 2, 2014 / 7:37 pm

    Smell like Bieber ? I think no-one would want to reek of cough medicine !

  3. Laura Chapman
    February 2, 2014 / 7:39 pm

    Oh dear! When I saw this, I thought it was a joke; early April fools. I have no idea who would purchase this, but good on him for trying! Laura x | Life and Lipstick

  4. Jodie
    February 2, 2014 / 8:30 pm

    Oh my God this isn't a joke? Ha ha ha- the price range definitely sound a like there going for the teen demographic, although the little I've seen of Joey in towie and I'm a celeb (my mother made me watch it) I remember him being very keen on his hair so makes a LOT more sense then the 1D lipsticksX

  5. daisy walters
    February 2, 2014 / 10:54 pm

    I must admit this did REALLY make me laugh!! xxx | daisydaisyxxo

  6. Aerin Downs
    February 3, 2014 / 9:46 am

    LOL! Although is a fellow essex person I cant see anyone trying these :)!Berrie-Blogs: Beauty Blog x

  7. Stephanie
    February 3, 2014 / 11:13 am

    Not for me but I'm sure lots of Essex fans will be jumping on this!Stephanie @ bloglovin:

  8. Vivian Yuen
    February 3, 2014 / 11:15 am

    Interesting move haha.LIVE . IN . LOVE ✞~

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