Alex Cooper, the 35-year-old founder of Unwell, publicly called out Alix Earle on TikTok after Earle reposted a video that appeared to mock her. Cooper told Earle, “Alix Earle, hey girl, the passive-aggressive reposts and the likes and the commenting on things. I gotta call you out here. You’re gonna need to get specific and just say what you gotta say about me. There’s no NDA, no one is stopping you. Stop hiding behind other people, and just say it yourself. What’s the beef?”
Earle, 25, answered with a reaction filmed by friends as she woke up, adding another layer to a split that has played out in public for months. The exchange comes after the two women, once linked through Cooper’s Gen-Z focused company Unwell, were no longer seen together during promotions around the 2025 Super Bowl, and Earle did not attend Unwell’s Super Bowl Party in New Orleans even though she was in the city with her then-boyfriend, Miami Dolphins wide receiver Braxton Berrios.
Cooper launched Unwell in August 2023, and Hot Mess was among the first big podcasts signed to the company. The relationship frayed in the weeks after the Super Bowl speculation, when Unwell dropped Earle’s podcast. Earle later posted in March 2025 that she was taking a break from podcasting and would focus on vlogging for now, while Cooper said Unwell was not the reason for that break and that the company had given Earle all the rights to Hot Mess.
The dispute has become a slow-burn internet feud, with fans tracking posts and reposts for clues about what happened behind the scenes. In May 2025, Cooper told The the relationship was “a little bit of a hot mess.” Then in August 2025, after a fan asked Earle, “Yes, tell us what happened with Alex Cooper thank you,” Earle replied, “How much time do you have?” She later reposted a TikTok comparing Cooper to an ambulance chaser who preys on people after horrible accidents to get the exclusive.
Cooper’s latest TikTok is the clearest break yet from any pretense that the rift might fade quietly. By naming Earle and inviting her to “just say it yourself,” she turned a series of hints, likes and reposts into a direct challenge. For now, the question is not whether there is tension between them; Cooper has answered that. The question is whether Earle decides to spell out what drove the split, or leaves the feud to play out one repost at a time.
Related background on Cooper’s media push can be found in Alex Cooper Launches Unwell Winter Games With 16 Contestants.
