Alex Cooper and Alix Earle are circling each other online again, and this time it feels a bit too neat to not raise a PR eyebrow.
Over the weekend, Alix reposted a TikTok from creator @thebravomom, who labelled Alex an “ambulance chaser” and “grim reaper”, accusing her of wanting to “get the exclusive interview” when women are “vulnerable” and “profiting off of women’s heartache and failure… that’s not girl power”. Alix boosted it to her audience, which is a big statement considering she used to host Hot Mess under Alex’s Unwell Network.
Cooper then filmed a straight‑to‑camera TikTok last night, starting with, “Hey guys. You guys know I don’t usually address this kind of stuff because it feels like a waste of time and honestly, it’s embarrassing to participate in this.”
She went on: “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?”
Alex also accused Alix of “using this fake drama to distract from other shit going online”, adding, “I know what happened, and so do you, so talk. Unless the fake narrative that you’re creating happens to be way more interesting than the truth. I have nothing to hide when it comes to you and me… Unless you actually have something to say, I’m out. This is over. Have a good Monday everyone.”
Underneath, Alix simply commented, “Okay on it!!” and later reposted Alex’s video which personally had me on the FLOOR!
The Hot Mess behind the mess
The pair’s issues trace back to Hot Mess leaving Unwell in 2025, when the network renounced rights and Alex told fans that Alix owned her IP and that “not being able to podcast has nothing to do with Unwell.”
Alix, for her part, told WSJ. Magazine the split “was, behind the scenes, a little bit of a hot mess” and has teased on TikTok that she has “so much information”, answering a fan asking what happened with, “How much time do you have?”
Dave Portnoy, ex-Barstool CEO and Alex’s old boss, has now weighed in and somehow become the unofficial feud correspondent. In his first “Tea by the Sea” video, he said he’s friends with both women, has asked them “what the fuck is going on” and still hasn’t gotten a straight answer. He initially floated a theory that it all started over a Carl’s Jr Super Bowl ad, then had to walk that back in a follow‑up when Carl’s Jr and Alex made it clear Cooper wouldn’t have done the ad “if I had a gun to my head and $10 million in a bag”.
On Chicks in the Office, he shifted gears and basically said he’s always seen it as a contract and money issue: classic network‑versus‑talent stuff. He also flagged how tangled the web is — Alix and Alex used to share the same PR Cait Bailey, have had overlapping agents, old friendships. Dave admitted he finds it “weird” that Bailey ended up with Alix, not Alex, after appearing to be extremely close to Alex.
That’s where the PR theory comes in. You’ve got:
– A clean, easy‑to‑follow storyline (idol turned collaborator turned ex‑colleague turned possible foe).
– A viral TikTok call‑out that literally invites a response.
– Alix reposting the call‑out instead of ignoring it.
At the same time, Alix is in production on her Netflix reality series about her family, and Alex’s brand lives on turning messy situations into big‑download conversations.
The stakes and timing make it very easy to believe they’re at least aware of how much attention this generates, regardless of how real the underlying tension is.
Our working theory (with caveats)
With my tinfoil-hat on, I reckon that this could be a runway to Alix either guesting on Call Her Daddy or hyping her Netflix show — doesn’t feel tinfoil‑hat level. Alix amplifying both the criticism of Alex and Alex’s clap back keeps her front and centre, and it sets up a “when I’m ready, I’ll tell my side” moment that would slot very neatly into a podcast episode, a reality‑show storyline, or both.
But, to be fair, no one involved has actually said this is manufactured. There’s clearly real history there: a business breakup, shared teams, and at least some genuine hurt (Dave has said Alix told him, “Yeah I don’t like her”, without elaborating). So it’s probably safest to see it as a real fallout that’s now being handled by people who know exactly how the internet works, rather than a scripted PR arc.
If Alex and Alix ever do sit down together on mic, though, don’t say we didn’t tell you so!
Lead image: Getty / TikTok
The post Alex Cooper & Alix Earle Are Beefing Online & We Have A Theory About What’s Really Going On appeared first on PEDESTRIAN.TV .
