Details 27 July 2021 Livestream commerce platform Mdada.live, founded by celebrity hairstylist Addy Lee and TV personalities Michelle Chia and Pornsak Prajakwit (pictured from left to right), has appointed PRecious Communications as its PR agency. The appointment will be for 12 months. PRecious is Mdada’s first PR agency since the livestream platform was founded in September 2020. Selling products and services ranging from beauty to luxury sectors, Mdada.live's three founders saw the opportunity to embark on social commerce when the COVID-19 pandemic hit. While many eCcommerce businesses in Singapore and Southeast Asia have since hopped on the live selling opportunity to boost their sales revenue, Lee had already amassed over a decade of experience in conducting livestream sales in China for brands such as Unilever before the pandemic hit.