The TOWIE star certainly knows a thing or two about primping and preening his own locks, so it was only a matter of time before he lent a hand to us females, right?
He's always been proud of his barnet, but things really ramped up a gear when Joey designed his own haircut; the 'Fusey'.
The reality star then hit our screens on I'm A Celebrity... Get Me Out Of Here! in the Australian jungle, sporting a pretty perfect head of curls. So perfect, in fact, we wondered whether he had smuggled some Velcro rollers in his rucksack!
Now back on UK turf (but still with great hair), Joey has launched a new ladies styling range called 'A-Lister Locks', which follows on from his male haircare line, 'D'Reem Hair'.
Talking about his new venture, Joey says: "My hair is so important to me, and I know from being surrounded by girls when I was growing up that it's important to them too. I really wanted to create something that did its job well and smelt amazing too."
He adds: "My female styling range has something to help you perfect all different types of hair styles and the scent is reem; it's really flirty and fruity. My A-Lister Locks will help you complete your look and leave your hair smelling great."
Fancy getting in on the action?
The four-piece range includes a volumising powder, sea salt spray, shine spray and a hairspray, all available from Tesco with prices ranging from £2.99-£4.49.
Would you try Joey's new haircare line? Let us know by commenting below as the best comment across the site each week wins £50!
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