Unwell, headquartered in the United States, was founded in 2018 by Alex Cooper, host of Call Her Daddy, and Matt Kaplan, a film and TV executive. The company employs approximately 120 individuals and reported $65.0M in revenue as of 2025. Unwell operates as a media company focused on developing creators into multi-platform brands, delivering shows, communities, experiences, and products that extend beyond single channels. It aims to entertain and engage Gen Z women, serving an audience of 50 million monthly. The company specializes in creating content designed for deep audience intimacy and resonance, with a portfolio spanning podcasts, video, social media, live experiences, and consumer packaged goods (CPG). Additionally, Unwell facilitates brand partnerships and operates an agency connecting companies with cultural voices.
Unwell's exit underscores challenges for celebrity-led brands as the market matures and consumer fatigue sets in. On August 26, 2026, Unwell was cited as a high-profile example of a celebrity-backed brand shutting down, highlighting a critical disconnect between mass market demand and the creator-led economy. Previously, on August 20, Unwell drinks prepared to disappear from shelves, prompting questions about the partnership between Nestlé and podcaster Alex Cooper and its untimely end. This followed an August 19 report that Alex Cooper's beverage business was winding down.
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