How FIGS Built a $5B Brand by Dressing Frontline Heroes — And Why Creators Are Behind Its Rise

When you think of viral brands on TikTok, you might picture skincare, fashion hauls, or kitchen hacks. But scrubs?
Yep. FIGS, a medical apparel company, is quietly building an empire—one piece of premium scrubs at a time.

They went public in 2021 at a $5 billion valuation, made $505.8 million in revenue in 2023, and their hashtag #wearfigs has now racked up over 550 million views on TikTok.

But this isn’t just a business story. This is a creator story.
Because FIGS didn’t blow up with glossy ads or hospital billboards.
They grew by tapping into authentic storytelling from nurses, doctors, and everyday creators.
Let’s unpack how FIGS went from “just scrubs” to a global brand—and what that means for creators like you.

The “Nike for Nurses” Origin Story

FIGS started in 2013 after founder Heather Hasson had coffee with a nurse friend.
That friend had just finished a 12-hour shift—and was literally breaking out in rashes from her hospital-issued scrubs. They were rough, unflattering, and barely breathable.

That moment stuck. Heather thought:

“Why do athletes get Nike, yogis get Lululemon… but nurses get… polyester sacks?”

She teamed up with friend Trina Spear, and FIGS was born. Their idea?
Create a brand as performance-driven and design-focused as athletic wear—but for medical professionals.

And with over 20 million healthcare workers in the U.S. (85% of whom buy their own scrubs), the demand was already there.
FIGS just built a product that finally respected that market.

What Makes FIGS Different (and Why Creators Like It)

FIGS didn’t just change the fabric. They changed the mindset.

Here’s what made their scrubs stand out—and why creators love creating content around them:

✅ The Fabric:

They invented FIONx™, a high-tech blend that’s moisture-wicking, antimicrobial, wrinkle-resistant, and has 4-way stretch. Translation: it looks good on camera and feels great in real life.

✅ The Fit:

They ditched one-size-fits-all cuts and designed ergonomic fits for all body types, with actual tailoring.
This made outfit videos, transitions, and “scrub styling” possible—yes, even in the ER.

✅ The Details:

Scrubs with secure pockets for rings? Stitching that actually flatters your shape?
FIGS made utility aesthetic. Suddenly, creators weren’t just reviewing a uniform—they were styling it.

FIGS Didn't Just Advertise. They Built a Social Movement.

Instead of paid campaigns, FIGS went DTC with a twist:
They made their customers their marketers.

Instagram

With 1.14M followers, FIGS uses IG to celebrate real healthcare workers, post aesthetic product shots, and feature community stories.

Facebook

Their FB page (560K+ followers) leans more emotional—think: nurse shoutouts, frontline worker stories, and comment threads that feel like group therapy.

TikTok

This is where it exploded.
#wearfigs = 550M+ views, 24K+ videos
Scrub transitions, locker-room outfit checks, post-shift dances—it’s all there.

They didn't create trends. They let creators shape the culture, and leaned in hard.

Case Study: How FIGS Turned Nurses into Creators

@clairealmondd

A real healthcare worker who posts POVs in her work setting.
Her FIGS video got 6.3M views and 643K likes—no gimmicks, just her being real on shift.
Watch here

Why it worked:

• It showed scrubs in real use, not just staged try-ons

• It told a story: “this is my day, this is my gear”

• It felt earned—not sponsored

  
  

  
  

@dentaltoothy

A dentist who used a snappy 11-second transition to show off different FIGS colors with a friend.
Fun edit, clean music, super short. The result?
3.1M views, 875K likes.
Watch here

Why it worked:

• Fast content = better completion rates

• Lighthearted energy

• Showcased the product without selling it

What You Can Learn as a Creator

If you’re a healthcare worker or a lifestyle creator who loves purpose-driven brands, FIGS is a case study in how to turn content into credibility.

Key takeaways:

✅ Own your identity: Your scrubs are part of your story. Use them.
✅ Show don’t sell: POVs, routines, outfit changes > product reviews
✅ Keep it real: Viewers love creators who actually use what they wear
✅ Work the niche: Healthcare creators are still hugely underrepresented—there’s room to lead

And remember: You don’t need to “collab” with a brand to benefit from it.
Start creating content around products that align with your world. That’s how FIGS’ top creators got discovered in the first place.

Final Word from InsMark

FIGS didn’t just sell scrubs—they built an identity for a group of people who had been ignored for decades.

And they did it by letting creators tell the story, in their way, on their platforms.
As a creator, this is your reminder:
The best brand collabs aren’t just transactions. They’re stories people want to follow.

Want to be next in line for partnerships like this?
Start showing the life you’re already living—with the products you already love.

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(This article is brought to you by InsMark — a global creator marketing agency helping influencers connect with brands across healthcare, fashion, tech, and beyond.)