Buckshot is a mouthwash company with zero profit extraction. Every dollar of revenue goes to community and individual mental health initiatives. No executives. No dividends. No VC.
"The oral care industry generates $7B+ annually in the US alone. Not one dollar of it funds mental health. Until now."The gap we exist to close
Every donation published. Every dollar tracked. Monthly public receipts, not annual press releases.
Clinically formulated. Actually works. We believe people deserve great oral care AND a clear conscience.
Working with NAMI-affiliated community programs and direct-support organizations. Not big national logos for show.
At market price. Better product than the legacy brands. No charity premium.
Ingredients, manufacturing, packaging. That's it. No margins, no overhead.
Every remaining dollar. Distributed to community mental health programs. Monthly.
Big brands use your hygiene routine to fund executive bonuses. Buckshot uses yours to fund mental health.
We're not here to guilt-trip you. We're here because mental health is underfunded, misunderstood, and still carries a stigma that keeps people from getting help. A $7B industry pretends it doesn't exist. We built the company we wanted to see.
This isn't a charity with a product. It's a product company with a conscience. Every bottle of Buckshot you buy funds therapy sessions, crisis lines, peer support programs, and community mental health access.
Not someday. Not eventually. Every single bottle.
Join the waitlist. No spam. No noise. Just the moment we launch —
and what every bottle means for someone who needs it.
You're on the list. We'll be in touch when we launch.
100% nonprofit. 100% of revenue to mental health. Zero founders.
Founder, Buckshot
Jordan Bell spent a decade building consumer brands — food, beverage, personal care — and the closer he got to the economics of the category, the harder it was to ignore what was missing. He watched good products get shelved for missing a 40% gross margin target. He watched marketing budgets cut not because campaigns failed, but because the quarter was soft. And he watched mental health — his own and his friends' — get treated as a line item in the same business that sold mouthwash at three times the cost of goods. Buckshot started as a thought experiment: what if a consumer brand refused to optimize for profit at all? Jordan left his role in 2023, spent a year studying the structural incentives in CPG, and arrived at a model that felt honest — a for-profit company with no founder salary, no investors, no exit, and a donation covenant written into the operating agreement itself. The 100%-pledge isn't a campaign or a promise; it's the legal mechanics of the company.
Buckshot was built around a single, uncomfortable bet: that a consumer brand can be financially viable while choosing to give every dollar away. Most of the CPG world is engineered in the opposite direction — every layer of the value chain is optimized to extract margin. Distributors take a cut, retailers take a cut, private equity rounds demand returns. We refused the whole stack and replaced it with a covenant instead.
The pledge is enforced by company structure, not by goodwill. Buckshot is a for-profit LLC, but the operating agreement contractually obligates the entity — not the founders, not the brand voice — to donate every dollar of net revenue to verified 501(c)(3) mental health organizations. The founder salary is set to $0 in that same document. There are no investors, no shareholders, no exit event, and no scenario in which the donation stream gets redirected. If the model breaks for structural reasons, the brand shuts down rather than convert to a profit-seeking business.
That bet is the company. We're betting that a small slice of buyers — people who think twice about where their money goes, people who've sat across from a friend in crisis, people who are tired of brands that perform values rather than enforce them — is large enough to make a brand like this sustainable. We give that money to organizations doing the hardest work in mental health. The cost structure is set deliberately thin so that what remains is what the mission says it is — money, for mental health.
Today, that means: NAMI (National Alliance on Mental Illness), Crisis Text Line, The Trevor Project.
Jordan was working in product development for a major consumer goods company. He spent the year watching great products get killed not because customers didn't want them, but because they couldn't hit the margin targets the board demanded.
After leaving the company, Jordan spent twelve months mapping the structural incentives of consumer goods — the distributors, the retailers, the private equity rounds. The pattern was clear: the system is optimized, at every layer, to extract value from the people who actually buy things.
The donation commitment was written into Buckshot's operating agreement as a binding obligation on the company itself, not on the founders. The founder salary was set to $0 in the same document. There are no shareholders and no exit event.
Buckshot's first production run opened for pre-order on shoestring capital and a long waitlist. The first shipments went out within the quarter; the first donations were disbursed in the same window the revenue cleared.
The current partner roster is the first of a longer list we're finalizing. Every dollar committed is publicly traceable; every grant is filed. That paper trail is part of the brand.