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

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