This Alex Cooper entrepreneur era is sadly over!
The podcaster announced that her beverage business, which she began last year to target women’s dietary concerns, would be wrapping up after an important lap.
Alex Cooper got the golden idea to start Unwell Hydration on her 2024 Unwell Tour. The brand, among her other creative endeavors, is housed under the Unwell Network umbrella.
The media personality’s Unwell Beverage company will no longer be in operation after this year’s Halloween cycle, once they sell their Halloween-themed beverages by fall. Bloomberg confirmed the information from the brand’s primary distributor, Target Corporation.
Unwell Beverage began with a bang in 2025 when the company launched its partnership with Nestlé SA. The company began its line with Unwell Hydration, a line of electrolyte-focused drinks, before including Unwell Focus, Unwell Protein and Unwell Energy in its range.
Cooper had explained in a New York Times DealBook Summit in 2024 that her regular trips to the hydration and energy drink aisle in stores always end up in disappointment because everything is designed to cater to men.
She also told PEOPLE when the product launched that she formulated the beverage for consumers with a lifestyle as busy as hers, who are always on the go.
The 31-Year-Old Was ‘Intentional’ About Hydration When She Birthed The Brand
During a 2024 interview with EatingWell, Cooper was asked why she decided to venture into the energy drink sphere, and she hinged her reason on intentionality. In her words:
“I have been so, so, so specific about everything I’ve done in my career. I think a lot of what I have built my brand off of is being intentional about how something feels authentic to me.”
She added that she was not about to put her name on a brand or product just because she wanted to make money. Cooper noted that because hydration is so important to human existence and human activity, she knew she had to give the public something that would address that need.
The 31-year-old recalled her days as an athlete and how hydration was at the forefront of her dietary needs, but now that she has taken a break from that life, she realized she was not hydrating as much.
Cooper also revealed that she knew whatever she was formulating had to taste really good to enable herself and other consumers to find the need to consume it, hence the low sugar properties, which make it yummy but still healthy for the body.
Alex Cooper Explained What Eating Well Means To Her
The podcaster then spilled some secrets about her eating habits, including her favorite breakfast, which always includes eggs, turkey bacon, and English muffins with hot sauce. She continued that between cutting back on coffee and those sweet snacks, she has been on the path to getting a balance in her diet and living a healthy life.
When asked to explain what eating well meant to her, Cooper noted that nourishment should be the primary goal, as she is big on consuming enough protein. She reflected on her life in college and how she never had to skip meals due to the demanding lifestyle of being an athlete.
Cooper was appreciative of that period of her life, but also understood that there is tons of pressure on women to look a certain way, which can affect their diet, a mindset she has removed herself from.
“You can eat and feel healthy, and you should feel full after a meal. A lot of protein has been something that I’ve been very focused on,” the media personality noted.
The Boston University Alum Achieved A Milestone With Her Highly Successful Podcast In 2024
While the concept of her energy drink line was brewing, Cooper made things happen with the “Call Her Daddy” podcast three years after she signed a $60 million three-year deal with Spotify. As noted by The Blast, Cooper’s treasury expanded in 2024 when she signed twice the amount in a three-year deal with Sirius XM.
Cooper started the podcast with a friend in 2018, and things were decent until the pandemic struck in 2020 and she moved back home to serve a teeming population desperate for interaction who tuned in to her podcast in their millions.
However, the star revealed she previously ventured into the sugar daddy dating business to keep the lights on before she began podcasting. According to her, the money from going on dates with these older men was used to pay rent in her New York apartment after she was laid off from her ads-selling job at Gotham Magazine.
Alex Cooper And Her Husband Brought Unwell Network To Life
The podcaster may have scaled her podcasting and media business into a brand worth millions, but she did not do it alone. The Blast shared that Cooper’s husband, Matt Kaplan, has been credited by the podcaster as a collaborator on how the network came to be.
Appearing on an episode of the “Burnouts” podcast in March, Cooper shared that Kaplan used his knowledge of running a film and television business to help her brand take off. She explained that through shared vision and strength, their ideas merged and Unwell Network became a podcasting and media giant.
Kaplan reportedly contributed intellectually and financially, adding to Cooper’s expertise to produce talent-based content and expand the network from one to many. Coker emphasized that while creating the company, she was specific about making the environment habitable and enabling for women to grow.
Which horizon is Alex Cooper looking to conquer next?
