Holiday Calendar

National Making Life Beautiful Day

Next celebratedFriday, June 11, 2027

An annual United States observance on June 11 encouraging people to notice, savor, and add small beauty to everyday life.

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Last updated March 18, 2026 · by the Holiday Calendar TeamHave an update or spot an error?
YEARLY DATEJune 11
OBSERVED INUnited States
CATEGORYAwareness
SUBCATEGORYValues
ORIGIN

Corporate Initiative

FOUNDING ENTITY
Apriori Beauty
FIRST OBSERVED
~2015
“The day is attributed to Apriori Beauty around 2015, on a single listing rather than the company's own record.
HOW THE HOLIDAY CAME TO BE

A skincare brand's anniversary, attributed to a single listing.

The day is attributed to Apriori Beauty, a California direct-sales skincare company, which is said to have submitted it around 2015. The June 11 date is reported to match the company's own June 11, 2009 launch. That account traces to a single holiday listing rather than any record from the company, so it is best read as a claim rather than a settled fact, and the brand itself is now defunct.

INTRO

The skill behind a vague-sounding holiday

Noticing a good moment and making it last sounds like a mood. Researchers treat it as a skill. Psychologists Fred B. Bryant and Joseph Veroff call it savoring, a deliberate act of attention rather than a lucky feeling, and they built a way to measure how good a person is at it.

Their Savoring Beliefs Inventory does something unusual. It predicts a person's wellbeing above and beyond stable traits like extraversion and optimism. That means the capacity to make ordinary life feel beautiful is not fixed at birth. It can be practiced and improved.

National Making Life Beautiful Day, observed each June 11 in the United States, sits on top of that idea. The name reads soft. The science under it is specific.

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GOOD TO KNOW

Surprising facts about National Making Life Beautiful Day

Awe seems to stretch time

In a three-experiment study in Psychological Science, Rudd, Vohs and Aaker found that people who felt awe reported having more time available and were less impatient. That expanded sense of time made them more willing to volunteer and more satisfied with life.

Awe shrinks the self, measurably

Berkeley's Greater Good Science Center reports a Yosemite study in which awe-struck visitors drew self-portraits nearly 33 percent smaller than visitors at a touristy wharf, a literal picture of the small self that awe produces.

Looking up made people kinder

The same Berkeley summary cites research in which people standing among tall eucalyptus trees picked up more dropped pens for a stranger than people facing an ordinary building. Small generosity, triggered by looking up at something vast.

Awe may quiet inflammation

Berkeley notes a study finding that people more prone to awe had lower levels of interleukin-6, a marker of inflammation. The direction of cause and effect is not settled, so this one stays a correlation, not a prescription.

ORIGINS

Making Life Beautiful Day history

INTRODUCTION

The day carries the name of a real company, but the story behind it is two stories that should not be confused. One is a documented California skincare brand. The other is a single listing that says that brand created a holiday. The first can be checked. The second cannot, at least not at any source from the company itself.

CHAPTER 01

The brand and its business model

Apriori Beauty was a Laguna Hills skincare and anti-aging company that sold its products through direct sales, also called network marketing. Customers and sellers were the same people. Independent consultants bought on autoship and recruited others to do the same, a structure documented in industry reviews and shared with brands like Arbonne, where two of its founders had ties before launching. The product was the easy part. The selling was the model.

CHAPTER 02

A founders' falling-out

The company's early years were not smooth. Co-founder Candace Keefe, a former Arbonne product-development executive, was voted out as chief executive in late 2011 and resigned in May 2012. That July she filed a trademark-infringement suit against the company she helped start. Sources differ on the founder count: Susan Twellman and Elizabeth Vervynck are named as the continuing principals, with Keefe a co-founder who departed.

CHAPTER 03

The day, and a date that is only a claim

Here the record thins. According to a single holiday listing, Apriori Beauty submitted National Making Life Beautiful Day around 2015, and the June 11 date was set to match the company's own June 11, 2009 launch. No record from the company attests to any of that. The brand's website never carried a page for the day, its social accounts never named it, and no trademark for the day was found. The June 11 anniversary is best read as a branding choice attributed to the company, not a date with independent cultural meaning.

CHAPTER 04

The company is gone, the day is not

The brand that is said to have started the day no longer exists. The Apriori Beauty website is now a parked, for-sale domain, and its social channels went quiet around 2019. The observance outlived its supposed maker. It survives mainly as a hashtag and a line on holiday-listing sites, a date with a vague name and a corporate backstory that almost nobody attaches to it anymore.

TIMELINE

Timeline

Broaden-and-build is proposed

Barbara Fredrickson publishes the first formulation of her broaden-and-build theory, the case that positive emotions build lasting personal resources.

Savoring gets a model

Bryant and Veroff publish a model framing savoring as a learnable skill with its own measurement tool, the Savoring Beliefs Inventory.

Apriori Beauty launches

The skincare brand later linked to the day is reported to have started on June 11 in Laguna Hills, California, the date the observance is said to track.

Awe stretches felt time

Rudd, Vohs and Aaker report in Psychological Science that awe makes people feel they have more time and act less impatiently.

The day is said to be submitted

Apriori Beauty is reported to have submitted National Making Life Beautiful Day around this year, per a single holiday listing.

A measured dose of nature

White and colleagues publish the finding that about 120 minutes a week in nature tracks with better health and wellbeing.

WHY THIS DAY MATTERS

Why We Love National Making Life Beautiful Day

RESOURCE

Positive emotions broaden the mind and build lasting resources.

Barbara Fredrickson's broaden-and-build theory holds that positive emotions widen our momentary thought and action, and that over time this builds enduring personal resources, from intellectual and physical to social. It is the opposite of how negative emotions narrow attention.

NATURE

There is a measurable dose for wellbeing

A 2019 study of nearly 20,000 people in England found that spending at least 120 minutes a week in nature was linked to better self-reported health and higher wellbeing. The hours could come in one trip or several. Below that threshold, the benefit did not appear.

PRACTICE

The core skill can be taught

Bryant and Veroff frame savoring as a deliberate focus on positive feelings as they happen, not a passive glow. Researchers have since developed cognitive-behavioral techniques for teaching people to savor, which reframes a vague holiday into a competence a person can actually practice.

BY THE NUMBERS

National Making Life Beautiful Day by the Numbers

120 min
Weekly nature time linked to wellbeing
59%
Higher likelihood of reporting good health
23%
Higher likelihood of high wellbeing
33%
Smaller self-portraits drawn under awe

GET INVOLVED

How to Celebrate National Making Life Beautiful Day

EDITOR'S PICK

Savor one moment on purpose

Pick a single good moment in the day and stretch it: notice it as it happens, name what is good about it, and let it last a beat longer. That deliberate attention is the savoring researchers describe, not a mood you wait for.

SPEND

Spend time outside

Time in nature is one of the better-evidenced routes into the day's theme. A walk in a park, a few minutes among trees, an unhurried look at the sky: pick whatever is nearest and give it real attention rather than half a glance.

LOOK

Look for something vast

Studies of awe point to skylines, old trees, big landscapes, and night skies as reliable triggers. Seeking out something that makes you feel small is one documented route into the science behind the day.

MAKE

Make one ordinary thing nicer

Add a small beauty to a routine: a better coffee, fresh flowers, a tidy desk, a song you love. The day's plain idea is that everyday life is where beauty is most available.

SHARE

Share the moment with someone

Telling a friend about a good moment, or noticing one together, is a form of savoring in the research. Use the day to point a moment out loud rather than letting it pass unmarked.

Test your knowledge

How well do you know National Making Life Beautiful?

1 / 8

What did psychologists Bryant and Veroff create to measure savoring?

Answer

It is observed each year on June 11 in the United States.

COLOPHON

Sources

How we know what’s on this page. References, not endorsements.

8sources
5primary records
5independently dated
Primary records
PubMed, Psychological Science2012
Awe Expands People's Perception of Time, Alters Decision Making, and Enhances Well-Being
Rudd, Vohs and Aaker report a three-experiment finding that awe makes people feel they have more time, less impatient, more willing to volunteer, and more satisfied with life.
View source
American Psychologist (PMC)2001
The Role of Positive Emotions in Positive Psychology: The Broaden-and-Build Theory
Fredrickson's foundational paper argues that positive emotions broaden thought and action and build enduring personal resources, in contrast to the narrowing effect of negative emotions.
View source
Scientific Reports (Nature)2019
Spending at least 120 minutes a week in nature is associated with good health and wellbeing
White and colleagues find that about 120 minutes a week in nature tracks with better self-reported health and higher wellbeing across nearly 20,000 people in England, with no benefit below that threshold.
View source
Internet Archive Wayback Machine2016-10-20
Apriori Beauty homepage snapshot, October 2016
Archived snapshot confirming aprioribeauty.com was a live skincare and anti-aging e-commerce site in 2016, with no page naming the day.
View source
HugeDomains / aprioribeauty.com
AprioriBeauty.com is for sale
The brand's domain is now a parked, for-sale landing page, evidence that the company behind the day is defunct.
View source
Additional coverage
Affective Science (PMC)2021
Current Progress and Future Directions for Theory and Research on Savoring
Reviews the Bryant and Veroff savoring model, describing savoring as a deliberate, teachable attentional skill and the Savoring Beliefs Inventory as a predictor of subjective wellbeing.
View source
UC Berkeley Greater Good Science Center
Eight Reasons Why Awe Makes Your Life Better
Summarizes awe research, including the Yosemite self-portrait study (about 33 percent smaller drawings), the eucalyptus-tree generosity study, and the awe and lower interleukin-6 correlation.
View source
BehindMLM
Apriori Beauty Review: Personal care with affiliate autoship recruitment
Documents Apriori Beauty's direct-sales business model, founder backgrounds and Arbonne ties, and the 2012 founder trademark-infringement lawsuit and CEO removal.
View source
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