WITH a glistening tan covering his rippled abs and a white linen shirt billowing in the Majorcan breeze, Joey Essex strode into Love Island looking every inch the TV pin-up.
“What you saying, boys! Girls — looking tidy. Nice,” the Towie original greeted the Islanders, sending them into meltdown.
Although Love Island viewers may have been taken aback to see a celebrity on the show, they shouldn’t have been surprised it was Joey.
After all, at just 33 he has appeared on 12 of telly’s biggest reality shows and built an £8million fortune while doing it.
And his Midas touch when it comes to illuminating these light entertain-ment shows is something ITV bosses will be more than aware of — in fact they are depending on it.
Since the heady days of 2019, when that year’s Love Island launched to 3.3million viewers, the show has seen its audience slump to as low as 1.5million for last summer’s opener.
But last night Joey already seemed to have worked his magic on the dating show, with early figures suggesting 2.2million watched live across ITV1, ITV2 and ITVX, with many more expected to catch up now word of his arrival is out.
Saving the show may seem a heavy task to place on his oh-so-broad shoulders, but I’ve seen first-hand how the king of reality TV is more than capable of wearing the crown.
I first met Joey in Marbella — or Marbs, as it was called on The Only Way Is Essex — while covering a series launch of the ITV2 show.
Tender embraces
Among the more guarded cast members such as Jessica Wright, Bobby Norris and Dan Osbourne, Joey was a breath of fresh air.
The others sat scrolling earlier paparazzi photos of themselves sunbathing and subsequently ordered only sushi and vodka — apparently a potent mix to make their abs pop.
But Joey was chatting to Press, tucking into French fries and even a plate of sweet pastry baklava.
He seemed to have just one refreshingly normal way of working.
Over the years, every time I met Joey he was unchanged — even when the questions I asked grew trickier.
During Dancing On Ice last year he was accused of creating a “showmance” — a fling just for the cameras — with his skate partner Vanessa Bauer, with viewers convinced their gushing speeches and tender embraces were fake.
But even as I doggedly grilled him, Joey remained good-natured, professional and totally himself.
Too often I encounter “reality” TV cast members who are as fake as their tans but it’s Joey’s authenticity which makes him gold standard.
Last night his older sister Frankie told The Sun: “He’s definitely good with the camera, for sure, but he enjoys life, and that’s the secret.
“He’s done it for so long now, but he’s still the same person. He’s just Joey, and he will be himself on there [Love Island]. It’s like he’s got the whole country rooting for him.
“All the boys love his fashion and think he is jokes, all the mums love him and all the girls fancy him.”
He’s just Joey, and he will be himself on there [Love Island]
Sister Frankie
Since finding fame on Towie in 2011, Joey has appeared in I’m A Celebrity, Splash!, The Jump and Ex On The Beach, among others.
Throughout he has remained loyal to the same agents at Neon Management who first helped him sign up for Towie.
It has made him a rich man through brand deals, property investment and film fees.
So is Love Island just another pay cheque or is he looking for love? Mum of two Frankie said: “Joey is proper single at the moment but he’s seen me with my babies.
“The babies just love him, they sit on his lap and he looks at them and goes, ‘They’re unreal’.
“It would be lovely for him to come out hand in hand with the girl of his dreams and I really hope he does.
“He definitely wants to be a dad, but these things happen on Love Island. People do get married and have babies and amazing futures together. Maybe this is Joey’s time.”
He certainly hopes so. Before he went into the villa he told The Sun he was “praying” he would meet the love of his life.
He said: “That’s my main aim and all I care about. It’s difficult for me to meet girls on the outside, as they judge me.
“I can’t wait to be my authentic self and I just hope the right girl is in there for me.
“I feel like I’m at a new chapter in my life and I look forward to people seeing that.”
Which brings us to the Joey Essex most people know — the dimwit, known for his “Reem” catchphrase and spouting such nonsense as London being the country that borders Wales.
He failed his GCSEs but later managed to scrape a D in general studies as part of docuseries Educating Joey Essex.
Frankie said: “The thing is, he’s so innocent so if he doesn’t know something he won’t be afraid to say.
“Everyone used to call him thick but he’s not, he’s just not going to pretend to know some- thing if he doesn’t.”
Joey said: “I’ve gone from a boy to a man and I’m proud of the man I’ve become.
“I look back on how I used to be, with the walnut-whip hair and the Ugg boots, a watch around my ankle and my hair shaved into a fusey. It was all so fun and I enjoyed myself but I’m a grown-up version of my former self and I’m proud of the journey that I’ve been on.
Joey is proper single at the moment but he’s seen me with my babies
“I think eventually people will just see that I’m a normal guy.”
It certainly won’t be Joey’s first time dating in the spotlight. Since he found fame his romances have included Towie colleague Sam Faiers, who temporarily became his fiancée, and Love Island’s Maura Higgins.
He has also taken part in dating shows Ex On The Beach and Celebs Go Dating — which means he has probably enjoyed more dates in front of a camera than in private.
As Joey said on Monday night’s Love Island: “This isn’t my first rodeo, so boys, you better watch out, ’cos I’m coming for your girls.”
Sam Faiers told how their puppy love was fraught with squabbles, while in 2020 Playboy model Lorena Medina dumped Joey after suspecting he had cheated on her with Rita Ora, who both denied anything happened.
But somehow he has escaped a decade of fame with relatively few scandals, which is why he is the ideal saviour of Love Island, where some of the cast’s rows have attracted Ofcom complaints.
Joey comes to Love Island with the ultimate backer — its executive producer Mike Spencer, who was involved in casting him in Towie.
Joey said: “It’s almost as if we’ve been on this journey together because when I think back to my first memories of being on TV, Mike was always there to support me.”
What better way for Joey to repay his mentor than by reigniting the nation’s passion for his biggest show?
24 HRS IN...RIVAL GETS KISS-OFF
JUST hours after his arrival on Love Island Joey was put to work as a heartbreaker – and sent one boy packing.
He had just 24 hours to get to know the girls before stealing one and he chose make-up artist Samantha from Liverpool.
Joey told the contestants: “Obviously I’ve got to keep my cards close to my chest. It’s been tough. because I have got to know all of you girls on a nice level.
“And obviously got to know all you boys on a cool level. I feel like we’re tight and we’re getting on well – but this is Love Island . . . ”
The reality star’s decision meant Samantha’s partner, hairdresser Sam, was booted from the villa.
He said: “I’m disappointed to be leaving so soon as I wanted to work my magic and get to know everyone.
“But when Joey walked in I had a feeling I might be in trouble. Samantha is a stunning girl and I knew that they would get on.”
The drama came after the Islanders played a game of dares that descended into steamy snogs.
Mental health nurse Mimii smooched Ayo, the model she has been flirting with since arriving despite being coupled up with recruitment manager Munveer.
She said: “I’ll give him his accolades, it was a good kiss.”
Elsewhere, personal shopper Harriett performed a lap dance for surveyor Ciaran and was one of three girls Joey chose to kiss. He also puckered up for Samantha and Welsh accounts manager Nicole.
Romance appears to be blossoming for M&S worker Jess and Ronnie.
They shared a steamy kiss on the terrace and she told the semi-pro footballer: “I’m happy with how things are going. I’m not going to complain.”