Joined by several fellow Only Way is Essex stars and other celebrities, Essex unveiled his new collection of styling products at Mick Norcross's Sugar Hut club.
Five 'mini-mes' of Essex also appeared dressed as the reality TV star in blue jeans, white T-shirts and black leather jackets.
Sam Faiers - who announced her engagement to Essex last week - arrived at the party with former co-star Harry Derbidge.
Essex's sister Frankie, Tom Pearce and Honeyz members Mariama Goodman and Celena Cherry were also in attendance.
James 'Arg' Argent' was also seen wearing special Joey Essex sunglasses, while Mick Norcross appeared with several Sugar Hut Honeys.
Joey Essex and Sam Faiers celebrated their engagement by sharing loved-up photos from the show's wrap party with their "kind" fans on Twitter last week.