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.
Here's what others are saying about Buckshot — magazine profiles, business-model essays, and nonprofit-sector pieces. See the product or read the founder's story.
Bloomberg“Buckshot is the rare consumer-goods company that has chosen structural discomfort over growth theater — and the waitlist suggests the bet might actually pay off.”
Nonprofit Quarterly“The novelty isn't the mouthwash. It's the operating agreement — a contract that outlives the founder and binds every future owner of the company to the cause.”
“Most nonprofit funding relies on someone's generosity. Buckshot's model bakes generosity into the legal structure — which is a quietly radical idea for the sector.”
For interviews, product samples, or partnership press — we'll respond within two business days.
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Buckshot is a nonprofit mouthwash brand where every dollar of revenue goes directly to community and individual mental health initiatives. Founded to prove that profit extraction is optional in consumer packaged goods — and that business can be a vehicle for collective care.
Buckshot donates every dollar of net revenue — close to 96% of every $15 bottle — directly to verified 501(c)(3) mental health organizations. The donation commitment is written into the operating agreement of the company itself, not a promise attached to the founders, so it survives any change of ownership. There is no founder salary, no investor return, and no brand fee.
Jordan Bell is the founder of Buckshot. After a decade in consumer goods — working with brands across food, beverage, and personal care — he grew disillusioned with the gap between what companies said and what they did. Buckshot is his answer: a brand with no shareholders, no profit margins, and no exit strategy. Just a product that works and a commitment to give everything away.
Download founder photoBuckshot started with a simple question: why does every consumer brand need a profit margin? Not a rhetorical one — a practical one. In 2023, Jordan Bell was working in product development for a major CPG company. He watched great products get killed because they couldn't hit the 40% gross margin the board demanded. He watched marketing budgets get slashed not because the campaigns weren't working, but because the quarter was soft.
He left. He took a year to study the structural incentives of consumer goods — the distributors, the retailers, the private equity rounds that demanded returns. What he found was a system optimized, at every layer, to extract value from the people who actually buy things. And he thought: what if you built a brand that refused to play? What if you made the economics deliberately uncomfortable — so uncomfortable that the only people who would stick around were the ones who actually cared about the mission?
Buckshot is that experiment. A mouthwash brand that donates 100% of its revenue to mental health initiatives. No founder salaries, no investor returns, no brand "elevated" by a lifestyle magazine. Just a product that works, a supply chain that pays people fairly, and a commitment to give everything else away. The bet is that enough people are tired of the extractive model to make this viable. So far, the waitlist suggests the bet might pay off.
Buckshot is a nonprofit mouthwash brand. Every dollar of net revenue — $14.45 of every $15 bottle — is donated to verified 501(c)(3) mental health organizations. The company is structured as a for-profit LLC with the donation covenant written into the operating agreement; the founder salary is $0; there are no shareholders and no exit event. Founded by Jordan Bell.
