The Only Way Is Essex has teamed up with Superdrug to launch a complete beauty range with the hit ITV2 reality series, which will include a do it yourself Vajazzle kit. Fans of the show will not be able to follow in the steps of cast members such as Amy Childs.
The word, which became synonymous with the show when it first started in the autumn of last year, refers to adding decorative jewels after a bikini wax.
Other products in the range by the show - which also stars Mark Wright, Lauren Goodger, Sam Faiers and Kirk Norcross - will include lip gloss, mascara, "Be Reem" perfume for men and a mini-bronzer, The Sun reports today.
A source told the tabloid: "The Only Way Is Essex is the hottest youth brand right now. The make-up is expected to fly off the shelves."
According to the newspaper, a TOWIE fashion range is also being planned as bosses cash in on the success of the series, which is now watched by millions.
The Only Way Is Essex returns for a third series in September.