What Buoy does

Buoy is a Newport Beach, California-based consumer health company founded in 2017 that develops and sells flavorless liquid electrolyte drops marketed as the world's first unflavored functional beverage additive. Its core technology rests on ocean-sourced electrolytes containing 87+ naturally-occurring ionic trace minerals delivered in a pre-dissolved liquid form factor for high bioavailability, supported by a university-led crossover clinical study registered on clinicaltrials.gov that claims 64% better hydration than water alone and 49% over a leading competitor. The product portfolio comprises two lines: an Ocean Electrolytes family of six functional drops (Hydration, Digestion, Brain Health, Rescue, Energy, Immunity) and a Rainforest Wild Foods line of lyophilized Australian superfood supplements (Reds, Activated Magnesium, Defense Mist) preserving 97% nutrient density, sold individually and via customizable bundles such as the Build Your Own Care Kit.

The business model is a hybrid direct-to-consumer and retail CPG operation. Buoy generates revenue through subscription purchases (offering 23% savings over one-time), one-time DTC e-commerce sales, and wholesale distribution across more than 7,000 retail stores and the Faire marketplace. Pricing is premium, with SKUs ranging from approximately $27 for Rescue Salt to $256 for the Rainforest Wild Foods Kit on a one-time basis. The company layers a Buoy Rewards loyalty program (5–10% back), a Give $10 Get $10 referral program, an affiliate channel, and a Chronic Illness Support Program granting 35% lifetime discounts across 200+ conditions. HSA/FSA eligibility via a partnership with Flex extends payment accessibility into the medical reimbursement channel.

Buoy's primary customer segments are health-conscious consumers and the chronic illness community (POTS, dysautonomia, MCAS, EDS, Long COVID, Crohn's, etc.), with secondary segments including athletes, gut health seekers, cognitive performance users, and clean energy seekers. Distribution is anchored in the United States, with brand building driven by 12M+ social followers, celebrity endorsement (NBA All-Star Chris Paul as investor and brand ambassador since a May 2023 $2.5M funding round), endorsements from 900+ doctors and dietitians, and earned media in Bon Appetit, Men's Health, Women's Health, Daily Mail, and Health Magazine. The company remains privately held with a small (1–10) headcount, founder-led team, and no disclosed institutional VC lead investor beyond Keiretsu Capital's participation in the 2023 round.

Name

Buoy

Legal name

Buoy

Website

https://justaddbuoy.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Buoy is a Newport Beach-based consumer health company that sells flavorless liquid electrolyte drops with 87+ ocean-sourced ionic trace minerals, plus lyophilized Australian rainforest superfoods, to health-conscious consumers and chronic illness patients via DTC e-commerce, subscriptions, and 7,000+ retail stores.

Ownership category

akta.pro rank

Product category

Functional Hydration Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

Medicinal Chemicals & Botanical Products (2833), Beverages (2080)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC), Medical & Clinical Nutrition Beverage Production (Oral Nutritional Supplements) (AFAFAFAJ)

Keywords

• Liquid electrolyte supplements
• Functional hydration drops
• Wild-harvested superfoods
• Trace mineral supplements
• Chronic illness nutrition

Headquarters

HQ city

Newport Beach

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Operations, Infrastructure

Revenue model

1. Subscription Revenue: Subscription model with 23% savings vs one-time purchases. Flexible subscription plans delivered every 3-4 weeks with ability to swap products, cancel, or pause anytime. Earn 10% back in Buoy Credits on subscription purchases.
2. One-Time Product Sales: Direct e-commerce one-time purchases of individual products and bundles. Products ship with free welcome kit and promotional offers.
3. Retail Distribution: Products sold through retail partners in over 7,000 stores, generating wholesale revenue.
4. Buoy Rewards Program: Loyalty program earning 5% back on one-time purchases and 10% back on subscription purchases in Buoy Credits redeemable on future orders.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Buoy manufactures and sells two product lines of flavorless, add-to-any-drink liquid supplements: the Ocean Electrolytes line (six formulations including Hydration Drops, Digestion Drops, Brain Health Drops, Rescue Drops, Energy Drops, and Immunity Drops) containing 87+ ocean-sourced ionic trace minerals, and the Rainforest Wild Foods line (Rainforest Reds, Activated Magnesium, Defense Mist) made from lyophilized wild-harvested Australian rainforest superfoods. Products are sold direct-to-consumer via e-commerce and subscription, plus retail and wholesale channels, supported by a Chronic Illness Support Program offering 35% lifetime discounts for 200+ chronic conditions.

Product overview

Buoy is a health technology company offering two product lines: Ocean Electrolytes (unflavored liquid electrolyte drops in six formulations) and Rainforest Wild Foods (lyophilized superfood supplements from the Australian Rainforest). The core Ocean Electrolytes line includes Hydration Drops (flagship 87+ trace mineral formula), Digestion Drops (gut support with herbs), Brain Health Drops (nootropic-enhanced), Rescue Drops (extra-strength 6x formula), Energy Drops (green tea caffeine), and Immunity Drops (immune support). The Rainforest Wild Foods line features Rainforest Reds, Activated Magnesium, and Defense Mist—all wild-harvested from the Australian Rainforest with 97% nutrient density preservation. Products are sold individually or in bundles, with the flagship Build Your Own Care Kit allowing customization. The brand emphasizes clinical testing, third-party verification, HSA/FSA eligibility, and a 35% chronic illness discount program.

Differentiator

Problem solved

Functional benefit

Products and services

• Hydration Drops Unflavored liquid electrolyte formula with 87+ ocean-sourced ionic trace minerals; clinically-proven to hydrate 64% better than water and added to any beverage. Designed for daily hydration and mineral replenishment.
• Digestion Drops Liquid digestive aid combining pre-dissolved minerals, enzymes, and herbs (papaya, ginger, fennel, peppermint) to support digestion and soothe bloating, gas, and IBS symptoms.
• Brain Health Drops Liquid drops combining targeted minerals with nootropics (GABA, ginkgo biloba, ginseng) supporting cognitive function, focus, brain fog relief, and migraine prevention.
• Rescue Drops Extra-strength liquid electrolyte, 6x stronger than Hydration Drops, delivering 300mg sodium per serving with 87+ trace minerals; formulated without B Vitamins for MTHFR-sensitive users.
• Energy Drops Liquid energy drops with organic green tea caffeine, ocean electrolytes, and B-vitamins, providing no-crash, no-jitters sustained energy.
• Immunity Drops 3:1 daily immune support formula combining vitamins, antioxidants, zinc, and hydrating electrolytes to support the body's natural immune response.
• Rescue Salt Unrefined, solar-evaporated, high-mineral sea salt with a velvet-like texture; dissolves on the tongue or can be used as a finishing salt on food.
• Rainforest Reds Lyophilized wild food supplement delivering 5,000+ phytonutrients from 23 wild-harvested Australian rainforest superfoods (including Kakadu Plum, Davidson Plum, Riberry), with 97% nutrient density preservation.
• Rainforest Activated Magnesium Food-bound magnesium in naturally occurring form with co-nutrient activators and 1,200+ phytonutrients from wild-harvested Australian rainforest ingredients.
• Rainforest Defense Mist All-in-one oral, gut, and topical spray containing 1,800+ phytonutrients for naturally antimicrobial protection of the mouth, digestive system, and skin.
• Build Your Own Care Kit Customizable bundle program letting customers select 9 items from the Buoy lineup for bulk discounts and 3 free gifts, with savings starting at $38.20 and an additional 23% off via subscription.
• Ocean Electrolyte Kit Complete set of all six liquid electrolyte drops (Hydration, Digestion, Brain Health, Rescue, Energy, Immunity) plus Rescue Salt, providing 265 servings.
• Rescue Kit Clinical-strength bundle pairing Rescue Drops with Rescue Salt for potent electrolyte replenishment, targeting POTS sodium management, athletic performance, and mineral depletion.
• Hydration Essentials Kit Essential hydration bundle pairing Hydration Drops with Rescue Salt for a complete ocean-powered electrolyte routine.
• Rainforest Wild Foods Kit Comprehensive daily protocol bundling all three rainforest products (Reds, Activated Magnesium, Defense Mist), delivering 8,000+ bioactive phytonutrients from wild-harvested Australian rainforest superfoods.
• Ocean & Rainforest Essentials Hybrid bundle combining ocean electrolytes with rainforest wild foods to deliver comprehensive nutrition across both Buoy product lines.

Quantifiable outcome

• 64% better hydration than water alone
• +5 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Rainforest RescuecoreStrategic or Co-development PartnerBuoy partners with Rainforest Rescue, an Australian Rainforest nonprofit, preserving over 2,000 hectares of forest. Indigenous harvesters earn up to $100,000AUD per season through ethical harvesting partnerships.
• Rainforest RescuecoreStrategic or Co-development PartnerPartnership with local community leaders and Rainforest Rescue nonprofit to protect rainforest from commercial agriculture and ensure sustainable harvesting practices.
• Jari Para Forest Conservation ProjectminorStrategic or Co-development PartnerCarbon offset donations to the Jari Para Forest Conservation Project in the Amazon Rainforest to offset carbon footprint.
• Flex (HSA/FSA Payment)coreTechnology or IntegrationPartnership with Flex to enable HSA/FSA card payments and asynchronous telehealth visits for Letter of Medical Necessity documentation at checkout.
• rePurpose GlobalminorStrategic or Co-development PartnerPartnership for plastic credit and environmental impact programs supporting sustainability initiatives.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Liquid IV: Direct competitor in powdered/liquid electrolyte hydration mixes sold via DTC and retail. Liquid IV is the category leader and acquired by Unilever, offering similar hydration benefit claims and a comparable subscription/retail GTM.
• LMNT: Premium unflavored electrolyte mix brand targeting hydration, fasting, and active-lifestyle consumers. Closely comparable to Buoy on product form (powdered/flavorless electrolytes) and target buyer (wellness-focused, performance-oriented).
• Cure Hydration: Plant-based, clean-label electrolyte hydration mix brand with strong DTC and retail presence. Overlaps with Buoy on no-added-sugar electrolyte positioning and health-conscious consumer targeting.
• Hydrant: Hydration mix brand offering flavored electrolyte powders with strong DTC and content-led marketing. Comparable to Buoy in GTM mechanics, subscription model, and hydration-first value proposition.
• DripDrop Hydration: ORS-based electrolyte hydration brand sold in stick packs and bottles via DTC and retail. Overlaps directly with Buoy on hydration efficacy claims and medical/clinical positioning.
• Skratch Labs: Sports hydration brand offering drink mixes and electrolyte products focused on performance and recovery. Comparable to Buoy in athletic consumer overlap and clean-ingredient positioning, though Skratch is more sports-anchored.

Broad incumbents

• Pedialyte (Abbott): Mass-market oral rehydration solution owned by Abbott, sold in retail and increasingly in powder/liquid formats. Comparable as a category incumbent in electrolyte/rehydration, with substantially greater distribution and marketing scale.
• Nuun (Nestlé Health Science): Effervescent electrolyte tablet brand acquired by Nestlé Health Science, strong in sport and active lifestyle channels. Comparable as a hydration/electrolyte brand with multi-channel distribution, though tablet format differs.

Emerging players

• AG1 (Athletic Greens): Daily comprehensive greens/electrolyte supplement brand with strong DTC subscription model. Comparable to Buoy on subscription GTM, clean-label claims, and viral social/community marketing, with broader nutritional positioning.
• Buoy Electrolyte alternatives (Nooma, Element): Smaller DTC electrolyte and functional beverage brands (e.g., Nooma, Element) targeting active and health-conscious consumers with clean-ingredient hydration products. Comparable to Buoy in target buyer and product positioning, though smaller in scale.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/buoy
• TikToktiktok.com/@buoy
• Xx.com/justaddbuoy

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Buoy