Earle was evasive about her “beef” with Cooper while promoting her “Sports Illustrated Swimsuit” cover.

Alix Earle shuts down Craig Melvin’s questions about Alex Cooper feud on Today

Earle was evasive about her "beef" with Cooper while promoting her "Sports Illustrated Swimsuit" cover.

By Leigh Blickley

May 12, 2026 12:23 p.m. ET

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Craig Melvin and Alix Earle on 'Today'. Credit:

- Alix Earle tried to avoid talking about Alex Cooper and their feud on *Today*.

- Host Craig Melvin pressed the topic, but Earle wanted to stay "positive."

- The social media stars have been beefing for the last year after Cooper's company dropped Earle's podcast.

Alix Earle apparently wants to keep any feud rumors about her and Alex Cooper strictly online.

When asked by *Today*'s Craig Melvin what's really going on between her and Cooper, Earle shut down any discussion about their reported "beef."

"I'm trying to keep things pretty positive today, you know?" she said while discussing her *Sports Illustrated Swimsuit* cover on Tuesday. "We don't have that much time here, honestly. Also, why ruin such a good day with something not so great, you know? Positive vibes."

Earle's face became flushed as Melvin continued to question the legitimacy of the feud, despite her pleas to move on from the conversation.

"Is there some sort of legitimate contentiousness or has it all been exaggerated?" Melvin asked, to which the 25-year-old replied, "Um, no, it's exaggerated. I love everyone."

She smiled and laughed, and Melvin said he's "not buying it, but we'll move on."

At the end of the segment, Earle gifted Melvin, as well as his cohosts Al Roker and Dylan Dreyer, products from her skincare line Reale Actives.

"I love your new brand, the cleansing balm and everything. This is like really good stuff," Dreyer noted.

Melvin then shared he had a guilty conscience about his prior questioning. "Now I feel bad about asking you about your beef," he told Earle, who giggled.

"Actually, there's beef in here," Roker joked of the gift bag.

Alix vs. Alex began last year when Earle's podcast, *Hot Mess with Alix Earle*, was dropped by Cooper's company, The Unwell Network. Following the shakeup in Feb. 2025, Earle shared her side of the story on social media.

"Obviously, there’s been a lot of chatter online this week about me and work. And I also have no idea what’s going on," Earle said in one video, before following up in another TikTok: "Don’t really want to get into the details of it all, and I kind of can’t get into the details of it all right now, but I’ve loved it so much, and I’m really proud of what I built with the podcast."

Cooper also addressed the situation in her Instagram Stories at the time, per E! News. "Hi I see ur comments. Alix not being able to podcast has nothing to do with Unwell. Idk why she can’t/what’s going on. Unwell gave her everything back she owns her IP."

By the summer, the tea was piping hot as Earle teased in a May interview with *WSJ Magazine*, "That was, behind the scenes, a little bit of a hot mess." Then, when a fan begged her to "tell us what happened with Alex Cooper" in an Aug. 2025 TikTok, Earle cryptically wrote back, "How much time do you have?"

Alix Earle reacts to 'Saturday Night Live' sketch about her ongoing feud with Alex Cooper

Alex Cooper calls out Alix Earle for 'passive-aggressive' behavior: 'I know what happened and so do you'

It seemed the ladies had moved on for a bit before Cooper reignited the feud last month. She slammed Earle for acting "passive aggressive" on social media in a TikTok video shared on April 13.

Alix Earle; Alex Cooper.

Jamie McCarthy/WireImage; Kevin Mazur/Getty

Cooper told Earle, "You're going to need to get specific and just say what you got to say about me. There's no NDA, no one is stopping you."

She added: "What's the beef? Because I'm really tired of waking up and seeing you using this big drama to distract from other s--- going online for 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."

In response, Earle simply commented, "Okay on it!!"

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Though it isn't clear what sparked Cooper's message to Earle, the latter did repost a TikTok video earlier in April that cast the *Call Her Daddy* host in an unfavorable light. In the post, thebravomom, a.k.a Ashley Tiscareno, said Cooper is "the Grim Reaper."

"She wants to get the exclusive interview. She wants to be there when you’re vulnerable and broken down and you’re ready to sign over your rights to your life," Tiscareno said.

Cooper has also faced more heat after *Bloomberg* released a bombshell report in April about her company Unwell and the alleged mistreatment of employees under her husband, Matt Kaplan's, direction.

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