Laura Ikeji, a Nigerian celebrity beauty entrepreneur, has opined that the lack of patronage from Nigerians is the reason many celebrity-run businesses close down.
The sister of Nigerian blogger Linda Ikeji made this assertion during a live Instagram, attributing the struggles of many celebrity-owned businesses in Nigeria to weak consumer support and limited internal industry backing.
According to Ikeji, while Nigerians actively engage with celebrities’ music, films, and lifestyle content online, they are often reluctant to purchase products from their businesses, adding that this lack of patronage contributes to the closure of many celebrity brands after only a few years of operation.
She also claimed that even within the entertainment industry, celebrities rarely support one another’s business ventures, a trend she believes further slows growth and sustainability.
She compared Nigeria to other countries and mentioned international stars like Rihanna, Beyoncé, and Kim Kardashian. She pointed out that these celebrities have strong consumer support, which helps their businesses grow quickly.
Ikeji also said that many Nigerian consumers think celebrity products cost too much, so they choose to buy from smaller vendors. She added that people’s views about how celebrities spend money can affect what they decide to buy.
She explained that investors are often reluctant to support businesses run by celebrities because they worry about how the money will be managed. This makes it harder for these businesses to last over time.
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She finished by encouraging Nigerians to support celebrity entrepreneurs if they like their products. She said that regular support is important for these businesses to survive and grow.
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