Alex Cooper Launches Unwell Hydration Drinks with Protein

Alex Cooper is focusing on protein intake.

Following the debut of her wellness drink brand, Unwell Hydration, last year, the 31-year-old media tycoon added a new protein-packed beverage, made with 10 grams of clear protein. The drink — available in watermelon strawberry, raspberry melon and peach tangerine — includes 740 milligrams of electrolytes and three essential B vitamins, with only two grams of sugar added.

“At Unwell, we know what it’s like to work hard, play hard and do the most. That’s why we created Unwell Hydration with protein. It’s for those who need a beverage that does it all — providing hydration and protein in one delicious drink that keeps up with real life,” Ashley Lewis, chief growth officer at Unwell, said in a statement, noting the drink can be consumed post-workout or anytime throughout the day.

Unwell Hydration with protein is yet another example of Cooper’s commitment to breaking boundaries within the high-performance, hydration and hangover cure drink category. From the start, the “Call Her Daddy” podcast host wanted to target female consumers, noticing a lack of representation amid the many male-focused brands. Unwell Hydration was also born from the idea that wellness shouldn’t be filtered; it should be unapologetic and imperfect.

Speaking with WWD at the time of her brand’s launch, Cooper explained her experience with migraines in her 20s was another motivation to start Unwell Hydration.

“If I’m dealing with a migraine in the morning, I don’t want to have a coffee because I don’t want so much caffeine, but I want enough,” she said. “We have a tiny bit of caffeine, where it’s almost equivalent to a tea rather than a coffee, which was huge for me. Some days I don’t want to feel jittery and have so much coffee in my body, but you need that extra focus pick me up. That’s where the perfect concoction of Unwell Hydration came together.”

Cooper’s foray in the wellness category, specifically hangover cure drinks, wasn’t all that surprising to her fanbase, otherwise known as the “daddy gang.” The internet star has made a habit out of sharing the aftermath of her wild nights out on TikTok, hibernating under hoodies and ordering food to fill her stomach.