Former BBNaija Season 10 housemate Thelma Lawson has opened up about this reality, revealing that life after Big Brother is far more expensive than most people imagine.
While for millions of Nigerians, Big Brother Naija (BBNaija) is more than just a reality show; it’s a launchpad for fame, influence, and fortune for others. But behind the glitz, hashtags, and brand deals, there’s a side few ever see: the heavy financial burden that comes with maintaining the image of a celebrity.
In a recent interview, Thelma admitted that the pressure to sustain her brand, appearance, and public image has significantly increased her cost of living since leaving the house.
“Because you are showing up for events,” she explained. “I came out of the house and found out that I was named ‘the most fashionable.’ Now, I have an audience that wants to see what Thelma is wearing.”
She added that her entrepreneurial ventures, which require constant investment, add to the financial stress.
“It’s expensive. Also, because I have a business that requires constant restocking, it’s very, very overwhelming.”
Her confession pulls back the curtain on the often unspoken truth about post-BBNaija fame; that fame doesn’t automatically translate to financial freedom.
Reality TV to Real-Life Pressure
BBNaija is Nigeria’s most-watched reality show, known for turning everyday contestants into overnight celebrities. But the transition from housemate to household name comes with a different kind of pressure: maintaining the illusion of success.
For Thelma, who was celebrated for her bold style and outspoken personality during her season, public perception has become a double-edged sword. On one hand, she enjoys recognition and influence. On the other, she’s constantly expected to “look the part.”
Unlike regular individuals who can live quietly without scrutiny, former housemates must dress the part, post the part, and live the part-even when it stretches their finances.
“Once you’ve been on TV, people don’t see you as the same person anymore,” a media analyst, Lola Abimbola, told our correspondent.
“You become a brand, and brands must maintain consistency. That means appearance, fashion, travel, and lifestyle suddenly become investments, not choices.”
Many emerge from the show with instant fame, but not necessarily with financial structure or brand management experience. They often face pressure to attend high-profile events, maintain designer wardrobes, and project luxury — all of which cost real money.
Brand strategist Kehinde Akinyemi explains:
“The moment you step out of the Big Brother house, people expect you to be an influencer, even if you don’t have the funds to sustain it yet. It’s a trap – if you live modestly, fans call you ‘fallen off,’ and if you try to keep up, you might end up broke.”
Thelma’s admission that her life has become more expensive echoes what several other ex-housemates have privately admitted -the unseen costs of fame: stylists, makeup artists, PR agents, photoshoots, transportation, and visibility campaigns on social media.
While some contestants like Mercy Eke, Laycon, and Liquorose successfully built enduring brands with endorsements and businesses, not every alumnus of the show gets that break. The show opens doors, but sustaining relevance requires constant effort and capital.
Thelma, who runs her own fashion and beauty business, says that the need to constantly restock inventory, stay on-trend, and meet customer expectations compounds the financial pressure.
“People assume that once you’re on BBNaija, money starts flowing in. But business doesn’t run on fame alone,” she noted. “You still have to invest. Fame helps with visibility, yes, but it also means you must maintain a certain standard.”
That “standard” often includes wearing premium outfits to events, traveling to high-profile destinations, and maintaining an online persona that reflects luxury and ambition- a persona fans now expect from their favorite reality stars.
The Post-BBNaija Struggle
For every BBNaija alumnus who becomes a brand ambassador or movie star, there are others quietly struggling to monetize their fame. The public rarely sees that side.
Media observers say part of the problem lies in how Nigerian audiences consume celebrity culture. Fans tend to reward visibility over substance; meaning that those who “look successful” often attract more deals than those quietly building sustainable businesses.
As social media influencer Aisha Bello puts it:
“In Nigeria, fame is not just about talent; it’s about optics. If you don’t look successful, brands assume you’re irrelevant. So, many ex-housemates feel forced to live above their means to stay in conversations.”
This creates a cycle where appearances consume more money than actual business ventures generate. Over time, some reality stars face burnout or debt while trying to maintain an image of affluence.
Life After the Spotlight: Lessons from Past Housemates
Thelma’s honesty sheds light on a conversation that’s long overdue on what happens after the fame fades. Many former contestants have shared similar experiences:
Ike Onyema once revealed that maintaining his celebrity image cost him more than his BBNaija earnings.
Lucy Edet admitted she turned down multiple invitations because she couldn’t afford the expected luxury look.
Ka3na Jones publicly stated that “fame is sweet but expensive,” warning new housemates to have a financial plan.
From the above, we can assert that Big Brother Naija can make you famous, but it won’t make you financially secure unless you plan wisely.
The rise of influencer marketing has made social visibility a form of currency. Ex-housemates often receive free products, brand collaborations, or event invites, but these perks rarely translate into stable income without smart strategy.
Social media algorithms also make it harder to sustain relevance. A drop in engagement can make brands move on to fresher faces. For many BBNaija alumni, this means constantly creating viral content, attending networking events, and keeping fans entertained, all of which require creativity and money.
As Thelma noted, her fashion identity has now become part of her professional brand. Living up to that image means she must always “show up,” even when she would rather take a break.
“People want to see what Thelma is wearing,” she said. “It’s like you’re not allowed to be ordinary anymore.”
Reality Check for Aspiring Housemates
Every year, thousands of Nigerians audition for BBNaija, hoping for fame, fortune, and a new life. But Thelma’s experience offers a reality check: success after the show depends on more than visibility.
Public relations expert Tosin Ajayi says most contestants underestimate what comes after the cameras go off.
“Big Brother gives you exposure, not a career. What you do with that exposure determines whether you become a brand or a brief trend,” he explained.
Ajayi suggests that housemates invest in financial literacy, brand management, and business mentorship while they’re still trending. Without that, the fame can fade faster than expected, leaving them with high expenses and dwindling relevance.
