Alex Cooper Shuts Down Unwell Beverages After Less Than 2 Years

**Alex Cooper’s Unwell Beverages Shuts Down: The Rise and Fall of a Bold, Controversial Brand** The neon glow of a late-night podcast studio in Brooklyn, where Alex Coo, was once the backdrop for some of the most unfiltered conversations in media.

By 2025, that same energy had spilled into the beverage industry, where Cooper—armed with a $500 million valuation and a reputation for defiance—launched **Unwell Beverages**, a brand that promised to redefine hydration and energy drinks for women. Less than two years later, the experiment is over.

After a whirlwind of high-profile investments, explosive workplace allegations, and a final Halloween-themed product drop, Coo, leaving behind a story that’s equal parts ambition, backlash, and the messy reality of celebrity-driven entrepreneurship. ### **A Brand Born from Frustration** Cooper’s foray into beverages wasn’t just business—it was a manifesto.

At The New York Times’ DealBook Summit in December 2024, she stood before an audience of investors and industry watchers, her signature bluntness on full display. *"All hydration and energy drinks are made for men,"* she declared. *"They taste like chemicals, they’re marketed to dudes who think they’re ‘crushing it,’ and women?

We’re just supposed to drink water and suffer."* The room leaned in. Here was a woman who had built a career dismantling taboos on her podcast, now turning her gaze to an industry ripe for disruption.

Unwell Hydration (as it was initially called) launched in early 2025 with a mission: **recovery drinks for women, by women.** The marketing was sharp, the flavors—like **Lemon Lavender** and **Berry Basil**—were designed to be refreshing without tasting like a science experiment, and the branding leaned into the "unwell lifestyle" Coo, overwork, and mental load that so many women navigate daily.

The response was immediate. Influencers snapped up cases for their Instagram Stories.

Retailers, including Target, which became Unwell’s primary distributor, stocked shelves with the sleek, gender-neutral packaging.

By mid-2025, Unwell had expanded into **energy drinks**, reimagining the category with bolder flavors and a marketing campaign that didn’t rely on hyper-masculine slogans like *"Get Ripped"* or *"No Pain, No Gain."* For a moment, it worked. Unwell wasn’t just another wellness brand—it was a **cultural statement**.

Cooper, who had spent years calling out the double standards women faced in media, tech, and entertainment, was now offering a product that spoke directly to their frustrations.

The timing was perfect: the post-pandemic world was obsessed with self-care, but the market was still dominated by brands that treated women’s health as an afterthought. ### **The $500 Million Valuation and the Cracks Beneath the Surface** By early 2026, Unwell had caught the attention of **Patrick Whitesell’s WTSL**, a media and entertainment investment firm.

In a move that sent shockwaves through the industry, WTSL announced a **$500 million valuation** for Unwell Media—a figure that positioned Coo. The investment wasn’t just about beverages; it was about **building an empire**.

Coo, but Unwell was supposed to be the next chapter: a **lifestyle brand** that extended into apparel, wellness, and beyond. Yet, beneath the glossy press releases, **problems were brewing**.

Earlier this year, a report surfaced alleging that **Matt Kaplan**, Cooper’s husband and co-founder, had created a toxic work environment at Unwell.

Employees described a culture of **favoritism, unchecked power dynamics, and emotional manipulation**, with Kaplan—who had no prior beverage industry experience—making unilateral decisions that demoralized the team.

The allegations were serious enough to draw scrutiny from industry insiders, who noted that while Coo, the inner workings of her company told a different story. Cooper, ever the fighter, pushed back.

In a **fiery interview at Journal House in Cannes** this summer, she dismissed the claims as **"lies fueled by something else"**—a not-so-subtle dig at the media’s obsession with tearing down women in power. *"People hold us to a different standard,"* she said, her voice steady. *"If a man had this company, no one would bat an eye.

But because it’s me? Because I’m a woman?

Suddenly, it’s all about ‘toxic workplace’ and not about the product."* The interview was a masterclass in damage control, but it also revealed the **personal stakes** at play. Coo.

And now, that movement was crumbling. ### **The Final Act: Halloween and the End of an Era** This year, Unwell Beverages made one last push.

In a final, almost **theatrical** move, the brand unveiled **Halloween-themed limited-edition drinks**, including a **spooky "Witch’s Brew" energy shot** and a **"Midnight Recovery" hydration blend**. The flavors were playful, the packaging eerie—fitting for a brand that had always leaned into the unconventional.

But the timing was undeniable: **this was a swan song**. Sources close to the company confirm that **production will halt after the Halloween drop**, with Target liquidating remaining stock.

The shutdown isn’t just a financial failure—it’s a **strategic retreat**. Cooper, who has spent years navigating the cutthroat world of media and entertainment, may have realized that Unwell was **too personal, too volatile** to sustain.

The workplace allegations, the public backlash, the sheer weight of expectations—it all became too much. ### **Fan Reactions: Love, Betrayal, and the Unwell Cult** On social media, reactions to Unwell’s shutdown have been **mixed, but passionate**.

Fans who had grown up listening to *Call Her Daddy* saw Unwell as the **natural evolution** of Cooper’s brand—a way for her to monetize her authenticity.

Many took to Twitter and Instagram to express **disappointment**, not just in the product’s demise, but in the way it ended. *"This was supposed to be different,"* wrote one commentator. *"Not just another failed celebrity brand, but something real."* Others, however, saw the shutdown as **inevitable**. *"Alex Coo, but Unwell was always doomed to be a flashy experiment,"* said a beverage industry analyst. *"She’s not a CEO—she’s a media personality.

The moment it got messy, she pulled the plug."* The most telling reactions came from **former employees**, some of whom spoke anonymously to industry insiders.

One described the workplace as *"a mix of genius and chaos"*—where Cooper’s vision was undeniable, but Kaplan’s leadership style created **"a pressure cooker of fear and favoritism."** Another, who left earlier this year, said: *"I believed in the mission.

But the second you start feeling like you’re walking on eggshells, you know it’s not sustainable."* ### **Industry Impact: What Unwell’s Failure Means for Celebrity-Led Brands** Unwell Beverages was never just about drinks.

It was a **test case** for how celebrity-driven brands navigate the fine line between **authenticity and exploitation**.

Cooper’s story mirrors that of other high-profile entrepreneurs—like **Meghan Markle’s women’s wellness brand, WAGW, or Gwyneth Paltrow’s Goop**—who have struggled to translate personal branding into **scalable, sustainable businesses**.

The key difference? **Coo.** By framing Unwell as a rebellion against an industry that ignored women, she forced consumers to take sides. But in doing so, she also **invited scrutiny**.

When a brand is as much about **identity as it is about profit**, the personal becomes the product—and when the personal unravels, the product follows. For the beverage industry, Unwell’s failure is a **cautionary tale**.

The market for **gender-inclusive hydration and energy drinks** is real, but it requires more than just a catchy name and a viral podcast host.

It demands **operational discipline, workplace stability, and a long-term vision**—none of which Unwell could deliver. ### **What’s Next for Alex Cooper?** With Unwell Beverages officially closed, Coo. If anything, this setback has only **reinforced her reputation as a survivor**.

She has other ventures in the works, including **expanding her media empire** and exploring new business opportunities. Whether she’ll return to the beverage space remains to be seen—but one thing is clear: **Alex Coo.

For now, the legacy of Unwell Beverages will be debated. Was it a **bold experiment that failed**?

Or was it a **necessary casualty** in the world of celebrity entrepreneurship? One thing is certain: in an industry that often rewards flash over substance, Unwell proved that **even the most disruptive ideas can’t outrun their own contradictions**.

And as for Cooper? She’ll keep pushing forward—because that’s what she does.