MLM Day is observed in Russia every first Sunday of December as an unofficial professional holiday celebrated by those involved in multi-level marketing (MLM). Although not recognized by the Russian government, it has gained popularity among the professional community, with an estimated 3.5 million participants in the country. The holiday commemorates the MLM business model, which involves independent distributors selling products and recruiting new members into the distribution chain. Originating in Russia after the collapse of the Soviet Union, international MLM companies like Herbalife were the first to enter the market in the early 1990s, followed by local companies selling cosmetics and dietary supplements. On this day, many MLM companies organize special events and offer bonuses to their distributors, highlighting the significance of the day within the industry.