Alex Cooper's Drink Line Unwell Beverages Shutting Down Amid Controversy

**Alex Cooper’s Unwell Beverages Shutting Down: A Fall from Influence as Controversy Drowns Out the Brand** The neon glow of a Los Angeles night flickers against the windows of a high-end wellness café where, just two years ago, Alex Coo, laughing with influencers, and basking in the glow of a brand she built from the ground up.

But by the end of summer 2026, that same brand, **Unwell Beverages**, is dying a quiet death in the backrooms of Target warehouses, its shelves being cleared as quietly as the company’s reputation has unraveled.

The shutdown, announced in late August, marks the swift collapse of a venture that once seemed poised to dominate the booming wellness drink market, now overshadowed by allegations of workplace toxicity, personal scandals, and a culture of fear that bled into the very products Coo, focus, and energy.

The news came **—Unwell’s primary distributor—was liquidating remaining inventory ahead of a full production halt across all lines.

What began in early 2025 as **Unwell Hydration**, a Nestlé-backed electrolyte drink marketed as the "next big thing" for health-conscious millennials, had since ballooned into a four-pronged empire: **Unwell Focus** (caffeinated functional beverages), **Unwell Protein** (a collagen-infused shake), and **Unwell Energy** (a sugar-free alternative to Red Bull).

The brand’s rise mirrored Cooper’s own—from viral podcast host to media mogul, leveraging her sharp wit and unapologetic persona to build an empire.

But like so many before her, Cooper’s fall has been just as rapid, a cautionary tale of how quickly influence can curdle into infamy. ### **The Rise and Rapid Decline of a Brand Built on Charisma** Cooper’s journey to becoming a household name was nothing short of meteoric.

Before Unwell, she was best known as the co-host of **"Call Her Daddy"**, the explosive podcast where she and Sofia Franklyn dissected Hollywood’s most scandalous moments with a mix of humor and unfiltered commentary.

The show’s success catapulted Coo, landing her deals with major brands and a platform to launch her own media ventures. **Unwell Beverages** was the crown jewel—positioned as a lifestyle brand for the modern woman who wanted to be productive, stylish, and "unwell" in the best possible way: hydrated, sharp, and energized.

The product itself was a masterclass in marketing. Unwell drinks were sleek, gender-neutral, and packed with functional ingredients—collagen for skin, B vitamins for focus, and adaptogens for stress relief.

The branding was minimalist yet aspirational, targeting the same audience that had made brands like **Olipop** and **LMNT** overnight successes. Nestlé’s backing lent credibility, and Cooper’s personal brand—confident, no-nonsense, and effortlessly cool—made the pitch irresistible.

By mid-2025, Unwell was stocked in **Target, Whole Foods, and even some high-end grocery chains**, with Coo, her signature red lipstick contrasting against the pastel hues of the bottles.

But behind the scenes, the company’s culture was anything but "unwell." ### **The Toxic Underbelly: How Matt Kaplan’s Reputation Sank the Ship** The unraveling began in **April 2026**, when whispers of a **hostile work environment at Unwell Network**—Cooper’s media arm—began surfacing in industry circles.

Reports painted a picture of **Matt Kaplan**, Cooper’s husband and a former entertainment executive, as the architect of a **dysfunctional, fear-driven workplace**. Employees described a man who **yelled at staff during meetings**, **threatened their careers**, and **publicly humiliated** those who crossed him.

One former staffer, **Courtney Babbin**, who had interviewed for the **director of events role**, alleged that Kaplan **mocked her qualifications** during the process, dismissing her as "not the right fit" before she could even leave the room. The revelations were damning.

Kaplan, who had previously worked in **talent management**, was accused of **gaslighting employees**, **withholding pay**, and fostering an atmosphere where **loyalty to him was more important than professionalism**. The timing of these claims couldn’t have been worse.

Just months earlier, **Dave Portnoy**—founder of Barstool Sports and a former ally of Cooper’s—had dropped a **bombshell in his memoir**, accusing her and Franklyn of **orchestrating fake sexual harassment claims** to break their contracts.

Portnoy, who had once been a vocal supporter of Cooper, claimed that the two had **concocted allegations** to force Barstool into a settlement, a move that would later be used against them in legal battles. For Cooper, the backlash was immediate.

Fans who once saw her as a **fierce, independent voice in media** now questioned her judgment.

The **#UnwellCulture** hashtag trended briefly on Twitter, with former employees and industry insiders sharing stories of **being screamed at by Kaplan**, **having their work belittled**, and **feeling like disposable assets** in Cooper’s empire.

One anonymous source told reporters that **morale had been so low** that multiple employees **threatened to quit en masse** unless changes were made—only for Kaplan to **double down**, insisting the claims were "exaggerations." ### **The PR Battle: Cooper’s "No Drama" Phase and the Cost of Silence** When confronted about the allegations in a **CNBC interview** earlier this month, Coo.

Asked about Portnoy’s claims, she **dodged the question entirely**, instead stating that she was in a **"no drama" phase** and wanted to **"focus on business."** The response was telling. Coo, but now, the noise was drowning her out.

Her personal life, too, had become entangled in the fallout. In **May 2026**, she and Kaplan announced they were **expecting their first child**, a moment that should have been celebratory.

Instead, it felt like a **desperate attempt to humanize herself** in the face of mounting criticism. Fans who once admired her **unfiltered honesty** now saw it as **defensiveness**, her **sharp wit** as **bitterness**, and her **entrepreneurial spirit** as **reckless ambition**.

The irony was not lost on observers: **Unwell Beverages**, a brand built on **wellness, energy, and positivity**, was collapsing under the weight of **toxic leadership and personal scandals**.

It was a **mirror image of the very message the company had tried to sell**—that success came from **balance, self-care, and a supportive environment**.

Instead, Cooper’s empire had become a **case study in how quickly influence can curdle into infamy**. ### **Industry Ripples: What the Shutdown Means for the Wellness Drink Market** The closure of Unwell Beverages isn’t just a personal setback for Cooper—it’s a **wake-up call for the entire wellness industry**.

Brands like **Olipop, LMNT, and BodyArmor** have thrived by tapping into the **millennial and Gen Z obsession with functional drinks**, but Unwell’s downfall highlights a **critical vulnerability**: **consumer trust is fragile**.

In an era where **ethics and workplace culture** are scrutinized more than ever, companies can no longer afford to **sweep toxicity under the rug**. For **Target**, the shutdown is a **financial write-off**, but the real damage is to its reputation.

The retailer has been **aggressively courting wellness brands** in recent years, and Unwell was supposed to be a **flagship product**. Instead, it becomes another example of how **bad PR can sink even the most promising ventures**.

Analysts suggest that **other brands will now face heightened scrutiny**—will they be next if their leadership is exposed? For **Nestlé**, the partnership was a **high-profile gamble** that went south.

The company, which has faced its own **controversies over labor practices**, may now be **reassessing its influencer collaborations**.

If Unwell’s collapse is tied to **internal culture issues**, it raises questions about whether **big brands are doing enough due diligence** before aligning with celebrity-backed ventures. ### **Fan Reactions: From Devotion to Disillusionment** On social media, the shift in public perception has been **dramatic**.

Just two years ago, Cooper’s Instagram posts—**selfies in designer activewear, behind-the-scenes clips of Unwell’s launch, and sharp-tongued hot takes on Hollywood**—garnered **millions of likes**. Now, her feed feels **stale, defensive**.

Comments under her posts are a mix of **sympathy ("She’s just a woman trying to build an empire!")** and **contempt ("How could you not see the red flags?")**. Former fans who once **idolized her as a "girlboss"** now **question her priorities**.

Memes circulate comparing her to **other fallen influencer-entrepreneurs**, like **James Charles** or **Jeffree Star**, whose brands collapsed under similar pressures.

The **#UnwellFiasco** tag has become a **running joke**, with critics pointing out the **irony of a "wellness" brand failing due to stress, toxicity, and poor leadership**. Even her **podcast, "Call Her Daddy,"** has felt the fallout.

After Franklyn’s departure (reportedly due to **creative differences and the scandal’s fallout**), the show’s **engagement dropped**, and sponsors began **pulling out**.

Cooper’s attempt to **pivot to business-focused content** hasn’t resonated—fans want **transparency, not PR spin**. ### **The Road Ahead: Can Coo, the big question remains: **What’s next for Alex Cooper?** She still has **Unwell Network**, though its future is uncertain.

She has **other business ventures** in the works, but without **investor confidence or consumer trust**, rebuilding will be an uphill battle. Her **personal brand is the biggest casualty**.

Once seen as a **disruptor in media**, she’s now **synonymous with workplace scandals**. The **pregnancy announcement**, meant to **soften her image**, instead felt like a **desperate bid for sympathy**—one that may not land given the **ongoing controversies**.

Industry insiders suggest that **Cooper’s best path forward may be a full apology and transparency**—something she’s so far **avoided**.

If she wants to **reclaim her influence**, she’ll need to **acknowledge the mistakes**, **distance herself from Kaplan’s toxic legacy**, and **rebuild on a foundation of integrity**. ### **A Cautionary Tale for the Influencer Economy** Unwell Beverages’ shutdown is more than just a **business failure**—it’s a **microcosm of the influencer economy’s darker side**.

Cooper’s story mirrors others who **traded authenticity for ambition**, only to find that **power without accountability is a fragile thing**. The lesson? **Brands built on personality are only as strong as the people behind them.** When that foundation cracks, the entire structure collapses.

For now, the shelves at Target are being cleared, the **Unwell logo is being phased out**, and Coo. Whether she can **rise from the ashes** or become just another **casualty of the influencer graveyard** remains to be seen.

One thing is certain: **the wellness industry will never look at celebrity-backed brands the same way again.**