KEM Cetinay has gone into business with Primark – signing a huge seven-figure deal to front his own grooming range.
The restaurant owner, 25, who opened Essex eatery Array this summer, is launching men’s beauty collection Kem Cuts with the retailer, which he says has been his biggest achievement since winning Love Island in 2017.
Kem has been an ambassador for Primark for three years, with his clothing collections selling out across stores nationwide. Kem has now partnering with Primark on a new male grooming line.
Having launched a new venture “Kem Cuts” he said “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.”
Kem, who won the £50,000 cash prize on Love Island with ex-girlfriend Amber Davies, 25, says he’s pursued business ventures outside of his comfort zone in the hope he’ll be remembered as more than someone from a reality show.
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.