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Saturday, Aug 13, 2022

Live From the Kitchen, With Manna Kadar

Manna Kadar Beauty Inc. founder and CEO Manna Kadar’s latest livestream on Amazon had viewers getting insider information on her home’s kitchen.
The head of one of OC’s fastest-growing private companies oversees a multi-brand Irvine beauty and cosmetics maker. She’s also part of the Seattle e-commerce company’s influencer program, giving her the keys to be able to do livestreams somewhat akin to an updated version of TV home shopping networks.

Influencers livestream on just about anything, while pulling in products sold on Amazon, giving them a storefront landing page on the e-tailer’s site where they can tout recommendations and earn commissions.

For Kadar, whose company’s products are sold on Amazon, it’s a way of highlighting the brand, in some cases, while also offering a glimpse of the person behind it.

Kadar’s most recent livestream earlier this month focused on Amazon products she used to organize her kitchen. The hour-long stream went through her kitchen pantry, drawers and cupboards. Other livetreams have focused on plenty of hair and beauty tutorials, mixed in with more personal streams on things like charcuterie boards and Easter décor.

Amazon launched its livestream home shopping capability in 2019, enabled via its Amazon Live Creator app. Livestreams can be created either by brands or those who have signed up for Amazon’s influencer program. The latter’s open to those who receive approval based on engagement metrics and other factors tied to a YouTube, Instagram, Twitter or Facebook account. 

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