And while the intent might be genuine—wellness, nutrition, mental health, balance—the machinery behind it is not just about care.

There’s a new kind of nurse making rounds—not in hospitals, but on Instagram. They don't wear scrubs or a badge. Instead, they don flowy linen, sip matcha, and speak in pastel affirmations about “energy alignment” and “leaving the bedside to live in abundance.” Their charting system? Canva. Their rounds? Reels. Their message? You too can have it all—autonomy, freedom, six figures—if you just learn the system. (AKA - Buy my course on sale for only $129) This is the era of Soft

There was a time when nurses didn’t need a “personal brand.” The work was the identity. The uniform, the license, the oath—all spoke for themselves. But scroll through social media in 2025, and you’ll find a new kind of nurse emerging. Not the floor nurse in a med-surg unit or the night-shift veteran fighting exhaustion—but the nurse as influencer. They post about self-care routines, share product links, host courses on burnout and wellness, and partner with brands to sell

It often starts with a personal health crisis. A nurse—burned out, disillusioned, or broken by a system that rewards resilience over recovery—steps away from the bedside. After years of twelve-hour shifts, short staffing, and moral injury, they reach the edge. Some find solace in therapy, others in yoga or supplements or quiet. And some—armed with lived experience, professional knowledge, and a smartphone—rebrand themselves. They become “functional nurses.” Part clinician, p