Always one to make a fashion statement, the reality star presented his new fragrances wearing a pink and black suit.
Posing for photographers at the photo call, he held up two bottles on either side of himself - black representing his 'Fusey' male fragrance and pink for his 'My Girl' female fragrance.
Joey flashed a smile as he stood behind large backdrops with his face printed on them.
Taking to Twitter, he said: "Very proud day for me having my own fragrances for sale on the High Street .. #MyGirl for Girls and #Fusey for the Dudes."
Joey was supported by his sister Frankie Essex, who matched her younger brother wearing a bright pink knee-length dress. She completed her outfit with gold heels.
Frankie was all smiles as she posed for photos and couldn't stop telling her Twitter followers how "proud" she was of Joey.
Before getting to the photo call, she said: "En Route to london so proud of my little Brother @JoeyEssex_ NEW Perfume & AfterShave Launch #soproud."
It seems that outside of TOWIE, Joey is intent on expanding his brand similar to many of his co-stars. Along with his Fusey boutique which opened in March, he also has a hair care range, 'Joey Essex D'Reem Hair'.
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