In a pageant-obsessed country like the Philippines, there are fans who consider beauty queens as actual royalty. Their appearances at public events are much awaited, and some of them parlay their popularity by trying their hand at showbiz. Meanwhile, others become product endorsers or accept invitations to judge provincial pageants that can also prove lucrative.

For some “senyoras,” as they are affectionately called, live selling is a relatively new way of reaching a broader audience. For an hour or two on specified days, they go online where they talk about and sell fashion-related items they hope will catch the attention of buyers.