Celebrity-Led Brands Mas+ and Unwell Shut Down as Market Cools

The latest closures come as celebrity-backed consumer packaged goods face a market correction. Mas+, a hydration drink brand associated with Lionel Messi, has shut down less than two years after launch, just ahead of the summer World Cup. The brand was positioned as a better-for-you alternative to Logan Paul's Prime, aimed at athletes.

Unwell, the functional beverage company founded by podcaster Alex Cooper, will also be discontinued this fall. The line, which included electrolyte, energy and protein drinks, had recently expanded with Halloween-themed flavors before the decision to wind down.

These exits follow a string of other celebrity brand failures. Kim Kardashian's beauty label Skkn quietly closed operations in 2025, with products absorbed into her Skims line. Gwen Stefani's Gxve Beauty folded earlier this year, and Drew Barrymore's Flower Beauty was discontinued last year.

The pattern underscores a disconnect between creator-driven marketing and sustained consumer demand. Despite large built-in audiences, celebrity founders are finding that initial buzz is not enough to survive in a crowded market. Consumer fatigue and market saturation are taking a toll.