“Nigerians don’t support celebrity businesses, that’s why most of them fail” — Beauty entrepreneur, Laura Ikeji Kanu sparks debate online

Celebrity beauty entrepreneur, Laura Ikeji Kanu, has shared her thoughts on why many Nigerian celebrity-owned businesses fail to thrive.

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In a recent statement, she claimed that Nigerians are quick to support celebrities’ music, movies, and lifestyle online, but hesitate when it comes to buying from their businesses.

According to her, many celebrity brands shut down after a few years because of declining support.

She also pointed out that even fellow celebrities rarely patronise each other’s businesses, adding that this lack of internal support affects growth.

Comparing Nigeria to international markets, she referenced global figures like Rihanna, Beyoncé, and Kim Kardashian, noting that their businesses receive strong backing and scale quickly.

Laura suggested that in Nigeria, many people assume celebrity-owned products are overpriced, leading them to choose smaller vendors instead.

She added that there’s also a perception issue, where people question how celebrities spend money, linking purchases to luxury lifestyles like flights and expensive items.

She further claimed that investors are often reluctant to fund celebrity businesses due to concerns about financial discipline and priorities.

According to her, this combination of low patronage and limited investment makes it difficult for many celebrity brands to survive long-term.

She ended by encouraging Nigerians to support celebrities they admire by buying from their businesses where possible.

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