Alicia Tulsee is a native New Yorker and Harvard alum, based in Boston, MA and is the founder of the first direct to consumer medical apparel brand for nurses, Moxie Scrubs.

In awe of all of the amazing nurses who cared for her loved ones, Alicia felt a calling to do something meaningful for the nursing profession and founded Moxie Scrubs out of Harvard University’s Innovation Lab with the passion to create a brand dedicated to giving nurses the sense of fashion, professionalism, and respect that they want and deserve.

“I founded Moxie Scrubs in 2019 with the passion to create a brand dedicated to giving nurses the sense of fashion, professionalism, and respect that they want and deserve. There couldn’t be a more pressing time for a brand and mission like ours” ~ Alicia Tulsee, Founder & CEO

Moxie Scrubs is disrupting the medical apparel market as the first direct-to-consumer brand for nurses. To propel their mission further, Moxie Scrubs has partnered with nursing organizations across the country including the American Nurses Association (ANA) who have worked to advance the nursing profession for over a century. “This partnership gives us access to over two million nurses across the U.S., almost half of the nursing population,” Tulsee says. “It’s a huge validation… We want to support the people who come through for us in times of great need: our nurses.” Through these partnerships, Moxie Scrubs is fostering a strong community among nurses, to inspire, support, and empower them and their life-saving work. 

The Moxie team prides itself in maintaining an authentic connection to their customer, from involving nurses in how they approach designing products and in every aspect of their brand to making sure that values like empathy and care (hallmarks of the nursing profession) come through in their company culture. In effect, Tulsee says, most people are surprised to learn that Moxie is still a startup in a 12 billion dollar medical apparel industry.

Just reaching their 2 year mark, Moxie Scrubs has already gained significant traction with placements in publications such as USA Today, Medium, Forbes Next 1000, and others, with over 14 thousand email subscribers and already generating hundreds of thousands of dollars in revenue after only 6 months of sales. Moxie Scrubs aspires to become the number one direct to consumer lifestyle brand for nurses and healthcare professionals alike.