She has turned a cheeky affirmation and nickname into a newsletter, a sisterhood and now, a lifestyle.
If you’ve spent time on Nigerian lifestyle Instagram, you’ve likely encountered the Premium Pie herself, Nicole Chikwe. She is effortlessly put-together, disarmingly funny, and always tells it like it is — whether she’s showing up to Pilates or showing up for herself. Behind the soft life aesthetics is a woman who has spent years doing the hard work of healing, and redefining beauty, lifestyle and wellness on her terms.
That playful yet powerful energy now lives in the newly launched Premium Pie Collective, Nicole’s weekly newsletter. In it, the “Pie in Chief” shares musings on beauty, wellness, confidence, and everything in between with a voice that’s equal parts big sister, wellness whisperer, and cheeky Lagos babe. But it’s more than content — it’s a digital sanctuary for women who want to look good, feel even better, and live on their terms.
In this week’s #MCNWorkLife, Nicole reveals what it means to be a premium pie, finding purpose through vulnerability, and building a brand with heart.
How would your friends describe you?
My friends would describe me as open, warm, honest, super-fun, and reliable.
What was your childhood dream job, and how did that lead you to where you are now?
Honestly, I always wanted to be a writer. But coming from a serious Nigerian home, I had limited options. If you weren’t going to be a doctor, lawyer, or engineer, were you even serious about your future? So, I chose medicine. However, that quickly changed after an internship at a hospital while I was in secondary school. My school had a programme where they would pair you with companies in your field of interest. I did mine at a hospital, and it was so traumatising. Seeing blood, people in pain — I knew immediately I could not do that for the rest of my life.
So I pivoted to Economics for my first degree and then subsequently got an M.Sc. in finance. At that point, I thought I would be a finance girlie — an investment banker, maybe. That didn’t work out either.
How did you go from that to pursuing your creative interests and becoming a lifestyle and wellness advocate/influencer?
My desire to write never truly faded. I’ve been an avid reader since I was about two or three years old, thanks to my favourite aunt, who read to me every night. That love for stories stayed with me throughout my life. I would write poems, and loved literature and comprehension classes in school.
Back then, the kind of creative career I have now didn’t exist in the way it does today. I wasn’t even sure what kind of writer I wanted to be — an author, a TV writer, a film critic? I was also obsessed with film, but writing felt like such a “struggly” job, you know? It wasn’t practical or reliable. So, I pushed it aside and stayed on a more conventional path.
Then, I got married at 24, and just two months later, I was pregnant, which was fantastic because I had always wanted to be a mum. My husband and I were both excited to start a family. But after my son was born, I struggled a lot. I had postpartum depression and felt a complete loss of identity. As a Nigerian woman, you’re conditioned to believe that marriage and motherhood are your highest achievements, your ultimate goals. So when I finally had those things, I found myself asking, Is this it?
Soon after, I got pregnant again and had a beautiful baby girl, but the restlessness didn’t go away. I thought maybe having this second child would fill that void, but it didn’t.
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It was a difficult place to sit in. I am lucky to have a great husband and beautiful kids. On paper, I had everything. But my confidence was shattered. I didn’t feel whole. Social media didn’t help either. Eventually, I realised no one could fix it for me. Not my husband, not my kids. I had to do it myself.
What did that healing journey look like?
Tiny, consistent steps. A lot of reading, praying and meditating. I knew the change wouldn’t be a big, dramatic moment, but a collection of little choices. One of the first was starting a skincare blog in 2015, three years after I got married. I loved skincare and thought it would be fun — nothing serious — just me writing and posting about it on Instagram occasionally.
It was called The Nicole Code. People enjoyed it! They liked my writing and the way I discussed beauty. That encouragement gave me the confidence to keep going. I started sharing more on Instagram — mostly humorous, honest captions about motherhood. At the time, people were very focused on aesthetics and perfection, especially with being a mum, but I wanted to be real. I wanted to talk about my wins and failures too — and people resonated with that.
Eventually, I took content creation more seriously. By 2018 or 2019, I saw that it could actually be a career. I saw people like Jackie Aina work with major brands, and thought, “I can do this too.”
What was your first big break?
I started reaching out to PR agencies in Nigeria, just emailing them and saying, “Hey, I’ve been doing this for a while. I create content around beauty and motherhood. Let me know if there are any opportunities.”
I didn’t get replies from most people; the focus then was on the it girls, not content creators. But then one person responded: Ijeoma Balogun of Redrick PR. She said she had been following my content and loved what I was doing. She was working on a launch for Shea Moisture in Nigeria and invited me to create content at the event. I was so excited, but then she asked me how much I charge, and I froze. I hadn’t even thought about money. I threw out a random number — I think I said I’d do three posts and 20 stories for ₦80,000 naira. At the time, that was decent money. She agreed, and that was my first paid gig.
Once people saw that, the offers just started coming in, and that’s how I got started. I started creating content for several brands. That was really exciting. I did that for a couple of years, but it also felt weird because there was still a bit of shame around it for me. Like I said earlier, I have two degrees: one in economics, and another in finance. I always excelled at school, so the expectations for my career were high, yet here I was, being an influencer.
I was also older, already in my 30s with three children, while my colleagues were much younger and fresh out of university. It sounded so silly to me. So, it took me a while to embrace it and lean into it, but once I did, things shifted.
Nicole Chikwe by Ryan Alabi (Ryan OniFOTO)
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How did all this lead to you becoming a self-appointed Premium Pie?
Premium pie is something that I started calling myself in the depths of my despair and confusion about where I was going in life. I started saying it to myself just to affirm and encourage myself. I used to speak positively to rewire my mindset about how I felt about how I showed up in the world. And so, I started calling myself the premium pie on social media.
People really embraced it. It was fun, and light, but I think what resonated was the audacity — like, here’s this woman calling herself a premium pie, publicly affirming herself, and not waiting for anyone’s permission. Over time, people started calling themselves premium pies, too. It became a thing.
How did that identity evolve into the Premium Pie Collective?
Over time, I came to truly understand what it meant to be a Premium Pie: she’s a woman who is healed and healing. She’s beautiful, bold, and confident. She invests in herself — in her self-care and growth. She’s rooted in community and grounded in faith. She’s working toward living a purposeful, intentional life. I think that all came across in my content because that was the journey that I have been on. It was essential to build out the Premium Pie Collective in this way because there are several women in my community, and my content is for the girlies.
So, I started the newsletter to take ownership of being a premium pie, and share the tools that have helped me. I knew it had to be a newsletter because I am passionate about writing and people reading. In this digital age, we’re constantly bombarded with content — videos, images, and fast-paced scrolling. Reading is different. It grounds you. It opens up your mind in a more intentional way. So, I wanted to use the newsletter to discuss things that have helped me — beauty, wellness, fashion, creativity, confidence — and how they’ve transformed how I show up in the world and see myself.
That’s the thing — when you start seeing yourself differently, the world responds to that. People start treating and respecting you differently. But most importantly, it changes how you feel on the inside. For me, the Collective is about sharing those tools, energy, and beliefs.
I truly believe in the power of community. I’m only here because of the women who have supported me, shown up for me, engaged with my content, and believed in what I had to say. So why not build something that honours that? Why not create a space where we can meet, collaborate, and inspire one another?
Even at the launch, I saw it happen in real time. Women were connecting and talking about what they could build together — all because they were in the same room, with the same mindset, and sharing the same values. That’s what the Premium Pie Collective is. It’s about taking up space, affirming ourselves, building the lives we deserve — together and having events where we can.
This journey of self-discovery and purpose doesn’t happen in isolation. Which women — in your life and community — helped shape the woman you are today?
I truly wouldn’t be here without the women who poured into me — who showed up, shared opportunities, and reminded me I was worthy when I forgot. My mum and my sister have always been my biggest champions. My brand manager, Kelechi Arinze, has walked this journey with me — from idea to execution — with so much heart. Eki Ogunbor taught me how to make videos. Isoken Ogiemwonyi, my best friend from secondary school, helped me land my first screenwriting credit on “Under the Influence”. These women didn’t just help my career — they affirmed my voice. I believe in community deeply because I am a product of it.
This month, our debut Beauty Issue celebrates African beauty as legacy — not just aesthetics, but resilience, identity, and a connection to something sacred. How did your understanding of beauty take shape?
My mum has always been the most glamorous woman I know. She does her makeup the moment she wakes and adds a touch of perfume, even when going nowhere. That kind of daily ritual, that commitment to presenting yourself with care and dignity, stayed with me.
My mother-in-law is exactly the same. By 7:30 a.m., she’s in her matching set, with her jewellery on — ready to take on the day, whether she has somewhere to be or not. Watching them showed me that beauty isn’t frivolous. It’s preparation and intention. It’s something worth investing in and helps you show up from a place of confidence. It’s how you ground yourself before you face the world.
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Given your impressive mum and mother-in-law, what beauty rituals or traditions are you most proud to pass on to your kids?
Skincare, for sure. I love being a girl mum so much. My first daughter isn’t super into beauty yet, but she’s only 10, so that’s fair. But my youngest watches me the way I used to watch my mum.
I love sharing the joy of having a morning and nightly routine. It’s not just about the skincare itself — it’s about taking a moment for yourself. I don’t play music, I do my skincare in silence so I can think and be with myself.
The girls know that, so they sit quietly with me and watch. Sometimes, I help them with a little mini routine, which they find fun.
They’re also really into perfumes, like my mum was. So when I’m getting ready and using perfume, they want to smell nice, too. I’ll give them a little spritz and maybe some lip gloss. Sharing those moments is special; it’s bonding, and it teaches them that taking care of yourself isn’t a luxury or silly thing; it’s important. I hope they pass them on to their daughters, too.
How do you navigate conversations around body image, beauty, and self-worth with your daughters?
You’d think, “Oh, she’s just 10,” but unfortunately, with the internet, you have to start these conversations early, as soon as they can talk. I’m very mindful about it. I affirm them all the time. And I’m grateful they have a father who does the same — he tells them they’re beautiful daily. I know how important that is because so much of your inner voice comes from what your parents say.
So when the world conforts them, that voice is what kicks in: “You’re beautiful.” “You’re smart.” “You’re capable.” “You’re worthy.” But I also try not to over-focus on the physical beauty. I remind them they’re smart, that they can solve problems, that they can make good decisions. I want them to be well-equipped mentally, because even at five, kids are already being exposed to skincare hauls, and stuff about anti-ageing — it’s wild.
There’s nothing wrong with caring for yourself, but they need to know they’re enough as they are. That’s what I try to instil in them.
As someone who’s redefined beauty on her terms — centring healing, confidence, and community, what beauty products or routines do you swear by?
I like a really good cleanser; I can’t do without that. I also use sunscreen every single day without fail and lip gloss because I always need my lips to pop a little.
As a mum, writer, lifestyle and wellness influencer, how do you balance the demands of your career while prioritising personal well-being?
I’ll be honest, I’ve not found the perfect balance. It helps that these things have happened later in my life, and it’s also a time when my kids aren’t so dependent on me for everything. So, I’m in a season where I can do a bit more — and that’s why I can juggle everything I do now. Maybe there was a time I felt like I was trying to make up for lost time, but not anymore. I know now that I’m exactly where I’m meant to be. This is the perfect, divine timing for me to be doing what I’m doing.
The “problem” with growing in confidence is that it expands your personal capacity. I want to take on more and leave this world having exhausted every single talent I have. I’ve just found that the more I do, the more I realise I’m capable of — and so I want to do more, and be more. That’s why I’m a big believer in just starting. Start small, set tiny goals and try to accomplish them. Because once you do, your belief in yourself grows, which helps you expand your capacity even more.
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You clearly wear many hats. What does a typical day look like for you?
No two days are the same. But typically, I start my day helping the kids get ready for school. Once they’re off, I have a block of time to handle work. Usually, I check in with my manager to review deliverables for the day or week, ensuring we’re aligned. I also film content once or twice a week — I prefer batching so it’s more efficient. On other days, I focus on writing. My life is very dynamic. For example, last week was all about the launch event. I spent the week liaising with brand partners, finalising the venue, decor, and all of that.
But I try to structure my work around my kids’ school hours — those are my “office hours.” That said, I also struggle a bit because I’m naturally nocturnal. Most of my ideas and creativity come at night, which is not great for my sleep. I’m working on that, though, because it’s not healthy long-term. But I just love the stillness of nighttime, when the kids are asleep. That’s when I think and create best.
What are your top three tips for maintaining work-life balance?
My number one tip is to give yourself grace for the moments you’re not perfect. There are days when I’m not home to help with homework, and the kids just have to figure things out. I feel bad, of course, but I remind myself that I can’t be everywhere every single day. Some days, I can show up. Some days, I can’t. And I’m only one person. So, grace is key.
Secondly, be aware that life happens in seasons, and that’s okay. You might be in a season where your career needs more attention, or one where you need to lean more into motherhood. That’s fine. It’s just about embracing the season you’re in and not feeling bad about it.
Finally, focus on yourself. People often get out of balance because they’re not working according to their timeline. Looking at what others are doing—maybe someone’s further along in their career or parenting journey—can throw you off. Stay focused on your path and what makes sense for you right now.
