Founding Story: A Eureka Moment in Scrubs
Founders: Heather Hasson (fashion designer) and Trina Spear (ex-investment banker)
The Spark: In 2013, Hasson watched her nurse friend struggle with boxy, scratchy scrubs during a coffee meeting. Inspired by this, The FIGS was born. “Why do athletes get performance gear, but lifesavers don’t?” she wondered. That night, she sketched designs for modern scrubs on a napkin.
Early Days:
- Bootstrapped with $2M from personal savings and angel investors
- Tested prototypes in hospital parking lots, trading feedback for free samples
- First Major Hurdle: Manufacturers laughed at their “designer scrubs” concept. One factory owner scoffed: “Nurses don’t care about fashion.”
Funding Journey:
- 2013: $2M seed round (angel investors)
- 2017: $65M Series B led by Tulco, valuing FIGS at $400M
- 2021: IPO at $4.5B valuation, first female co-founded NYSE listing
The FIGS Audience & Positioning: Redefining the “Hero Uniform”
Initial Target: Millennial nurses (25–34) tired of “scrubs that felt like sandpaper”
Expanded Reach:
- 68% female, 32% male
- 1.5M+ healthcare professionals across 47 countries
- Secret Weapon: “Scrubs You Actually Want to Wear” – merging Lululemon’s aesthetics with medical-grade functionality
Value Proposition:
- Technical Fabrics: Anti-microbial, 4-way stretch, wrinkle-resistant
- Fit Revolution: Tailored joggers vs. boxy hospital-issue cuts
- Community First: “FIGS Fam” loyalty program with 320K members
The FIGS Marketing Mastery: How Scrubs Went Viral
Channels That Worked:
- Instagram & TikTok: #FIGSfam UGC campaign (2.1M posts)
- Email Marketing: 22.5% open rate (industry avg: 15%)
- Athlete Partnerships: 2024 Paris Olympics campaign with Team USA’s medical staff
Campaign Wins:
- “Scrub Selfies” Initiative: Nurses posting styled looks drove 42% sales lift
- COVID-19 Response: Donated 2M+ PPE items, earning CDC recognition
- TikTok Metrics: 650K followers, 750K monthly views
Tech Stack:
- Shopify Plus (97.3% online sales)
- Klaviyo (35% repeat sales from emails)
- Hotjar (22% conversion boost via heatmaps)
Growth Milestones: The Acceleration Curve
- 2018: $100M revenue
- 2020: 200% pandemic surge to $263M
- 2023: $555M revenue despite post-COVID slump
- 2024: $124.9M Q1 revenue (+4.7% YoY)
Pivotal Moments:
- 2021 NYSE bell ringing by nurses, not executives
- 2024 Paris Olympics sponsorship – scrubs featured alongside athletes
Challenges: Navigating Storms
2019 Lawsuit: Competitor sued over “antibacterial” claims. FIGS won but tightened compliance.
2022 Supply Chain Crisis: 18% cost spike led to $50M inventory buffer
2024 Tariff Impact: 16.4% international growth despite new U.S. import duties
Cultural Takeover: Scrubs as Status Symbols
Virality Engine:
- Nurses’ TikTok videos showing FIGS hauls (avg. 500K views)
- Limited drops like “FIGS x Disney” sold out in 11 minutes
- Loyalty Hack: Top-tier “Awesome-est” members get $100/month “FIGS Allowance”
Brand Equity:
- 74 NPS score (Apple: 47)
- 52% repeat purchase rate
The FIGS Financial Blueprint: Profitable Disruption
| Metric | 2023 | 2024 |
|---|---|---|
| Revenue | $555.5M | $525.5M |
| Gross Margin | 71.4% | 67.6% |
| Active Customers | 1.5M | 1.7M |
Operational Wins:
- Solar-powered fulfillment centers cut costs 18%
- AI size predictor reduced returns by 31%
Lessons for Disruptors
- Solve Visible Pain Points (Hasson’s nurse friend)
- Build Communities, Not Just Customers (#FIGSfam)
- Leverage Crisis for Good (COVID PPE donations)
- Data > Guesswork (Hotjar-driven redesigns)
- Protect Margins Religiously (71.4% gross margins)
The FIGS Effect
FIGS didn’t just sell scrubs—it weaponized empathy. By treating healthcare workers as athletes deserving premium gear, Hasson and Spear built a $3B empire that proves: When you dignify your customers, profits follow. For founders, the takeaway hums like a well-oiled suture: disrupt with purpose, measure relentlessly, and always—always—listen to the people in the trenches.
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