Alex Cooper to shut down Unwell Beverages after Halloween cycle

Alex Cooper is reportedly shutting down her beverage company, Unwell Beverages, less than two years after its launch. The brand, which was part of the Unwell Network, is expected to cease production across its entire product line following the release of Halloween-themed beverages later this year.

Launched in early 2025 in partnership with Nestlé SA, the brand initially focused on Unwell Hydration, an electrolyte-focused line designed to cater to women’s dietary needs and lifestyles. The product range later expanded to include Unwell Focus, Unwell Protein, and Unwell Energy. Target Corporation, the brand’s primary distributor, is currently selling through existing stock.

Cooper originally conceived the brand during her 2024 Unwell Tour, noting a lack of hydration and energy products specifically formulated for women. While the beverage division is winding down, Cooper’s Unwell media company recently announced a strategic investment from WTSL, valuing the network at $500 million.