UK Cypriot Kem Cetinay is teaming up with Primark on a new male grooming line

Former Love Island winner Kem Cetinay is partnering with Primark on a new male grooming line.

In an Instagram video, the star visited Hornchurch barbers Boy About Town where he worked until going into the Love Island villa for the reality TV show in 2017.

Essex born his parents are of Turkish Cypriot descent Kem launched new venture “Kem Cuts” at the salon: “I’m bringing high-quality male grooming to the high street for an affordable price for everyone.

“Kem Cuts started with a Youtube series with me cutting my friends’ hair, just having a bit of fun, and it re-lit the fire in me, the passion for barbering, so I want to bring it to life.

“And who better to work with than Primark; we’ve been working on it for the last two years, and finally my dream has come true and it’s coming to life and I’m just so excited to show you all.

UK Cypriot Kem has been an ambassador for Primark for three years, with his clothing collections selling out across stores nationwide.

But now the MasterChef star, who worked as a barber before finding fame, is putting his hairdressing knowledge to good use.

He explained: ‘I had a conversation with Primark, and I was like this is what I want to do before I take it anywhere else would you be interested, and suddenly it started moving forward.

‘Now we have an entire collection, everything from hairdryers, to clippers, to CBD and skincare, we’re even going to do makeup down the line, it is an entire male grooming range for an affordable price.He’s already established himself as a TV presenter, after working for Dancing On Ice as the show’s backstage reporter, as well as fronting ITV2 wellbeing series The Full Treatment, where he cut hair while opening the conversation about mental health with a host of celebrities.