For Alicia Tulsee, nurses have never simply been healthcare workers. They are the people holding hands during life’s hardest moments, the voices offering reassurance when families are overwhelmed, and the professionals who show up every day carrying emotional burdens that few outside the profession truly understand. That perspective has shaped everything Tulsee has built throughout her career and serves as the foundation for her latest effort to uplift the profession she cares so deeply about.
As Founder and CEO of Moxie Scrubs, the first lifestyle brand for nurses, by nurses, Tulsee has spent years advocating for nurses beyond the uniforms they wear, focusing on their wellbeing, visibility, and long-term support. While many healthcare brands focus primarily on products, she has consistently centered her work on the people behind the profession. Now, she is bringing that mission to a national audience through #LookForTheGood, a social media movement designed to celebrate the moments of hope, compassion, resilience, and human connection that occur every day in healthcare settings across America.
The campaign invites nurses to share photos and videos highlighting meaningful experiences from their careers, whether it is a patient interaction that left a lasting impression, an act of kindness from a colleague, or a moment that reminded them why they chose nursing in the first place. For Tulsee, the initiative is about creating space for stories that often go untold. While healthcare conversations frequently focus on challenges such as burnout, staffing shortages, and workforce pressures, she believes there is also tremendous value in recognizing the moments of humanity that continue to inspire nurses every day.
“Much of what the public hears about healthcare today centers around burnout, staffing shortages, and crisis,” Tulsee explains. “Those challenges are real, but there is also incredible humanity happening every day inside hospitals, clinics, and healthcare facilities across the country. We wanted to create a space where nurses could share those moments and remind one another why their work matters and why they became a nurse.”
The campaign officially launched with a video from Jason Mraz, inviting nurses to share what helps them “look for the good.” The collaboration brings additional visibility to a message that Tulsee believes is especially important at a time when many healthcare professionals are carrying immense emotional and professional responsibilities. Rather than asking nurses to ignore difficult realities, the campaign encourages them to reflect on the moments that continue to sustain them through those challenges and reconnect with the purpose that drew them to the profession.
That message has already resonated with leaders throughout the healthcare community. Among them is Sandra Lindsay, Vice President of Public Health Advocacy at Northwell Health and the first American to receive the COVID-19 vaccine, who praised the campaign’s focus on helping nurses reconnect with moments of humanity, hope, and purpose. For Tulsee, support from respected voices within healthcare reinforces what she has long believed: nurses are looking for opportunities to celebrate one another and strengthen the sense of community that exists within the profession.
The campaign is also a reflection of the broader vision that has guided Moxie Scrubs since its founding. Established at Harvard Innovation Labs, the company was created with the belief that nurses deserve more than comfortable apparel. Under Tulsee’s leadership, Moxie has evolved into a platform focused on advocacy, wellness, education, and community building, all designed to support healthcare professionals throughout their careers. The company has consistently sought ways to address not only the practical needs of nurses, but also the emotional and professional challenges they face every day.
“We always say that Moxie Scrubs is a wellness brand that just happens to sell scrubs,” Tulsee says. “This campaign is one of many examples of how we continue to lead as a nurse first brand.”
Taken together, these efforts reveal a leader who sees nursing through a different lens. While much of the healthcare industry focuses on systems, operations, and outcomes, Tulsee remains focused on the individuals who make those outcomes possible. She understands that behind every patient experience is a nurse providing care, comfort, and support, often under extraordinary circumstances.
At a time when negativity often dominates online conversations, Tulsee is betting that stories of kindness, resilience, and compassion still have the power to bring people together. Through #LookForTheGood, she hopes to remind nurses that they are seen, appreciated, and valued, while creating a movement that encourages them to uplift one another. If successful, the campaign will do more than generate social media engagement. It will shine a light on the everyday acts of humanity that define nursing and reinforce the sense of purpose that continues to inspire healthcare professionals across the country.
For Tulsee, the mission is simple: nurses dedicate their lives to helping others find hope during some of their most difficult moments. Through #LookForTheGood, she wants to give nurses that same hope, support, and encouragement in return.
