# Ethos vs Who Owns That Brand: sourced records, or a hand-researched directory?

Ethos vs Who Owns That Brand compared honestly: Who Owns That Brand is a free directory of beauty, fashion, and personal care brands researched by hand from public sources; Ethos publishes dated, per-fact source links across categories. As of August 2026.

## Choose Who Owns That Brand when

- You only care about beauty, fashion, or personal care brands and want a purpose-built alphabetical directory for that category.
- You like browsing by parent company rather than searching brand by brand.
- You want a free website with no app download and no account.

## Choose Ethos when

- You want a dated source link on each individual ownership fact, not a general list of source types.
- You shop categories beyond beauty and fashion, groceries, retail, restaurants, and more.
- You care about more than ownership: political donations, labor record, cause campaigning, and 12 other cited value axes, scored to your private weights.

## Feature comparison

| Dimension | Ethos | Who Owns That Brand |
|---|---|---|
| Category coverage | Consumer brands generally: food, retail, apparel, restaurants, more | Beauty, fashion, and personal care specifically |
| Sourcing | A dated source link tied to each individual fact in the ownership chain | Source categories named generally on an About page (company sites, SEC filings, Wikipedia, business news); no per-entry citation seen on the brand pages checked |
| Navigation | Search by brand name; free who-owns index for records on file | Alphabetical A to Z, by category, by parent, plus a quiz |
| Scope beyond ownership | 15 cited value axes total, scored to your private weights, in the app | Ownership only |
| Platforms | iOS (early access); free who-owns records on the web | Website only |
| Pricing | Who-owns records free, unlimited; app pricing announced at launch | Free, no paid tier stated |

Who Owns That Brand facts are drawn from whoownsthatbrand.com (its homepage, About page, and Nike entry) as of August 2026. Verify current details on their site. Corrections: [corrections@opsibyte.com](mailto:corrections@opsibyte.com)

## Who Owns That Brand: verified facts

- Free website directory covering beauty, fashion, and personal care brands.
- Browsable alphabetically, by category, or by parent company, plus a quiz feature.
- Its About page states: "Most data is researched by hand from public sources," naming company websites, SEC filings, Wikipedia, and business news as source categories.
- Individual brand pages checked (Nike) link to a general reference, Wikipedia, rather than a dated citation for the specific ownership claim shown.
- Includes a "Report an issue" option for users to flag incorrect entries.

## Ethos vs Who Owns That Brand FAQ

**What is the main difference between Ethos and Who Owns That Brand?**
Who Owns That Brand names its source categories generally on an About page. Ethos ties a dated source link to each individual fact in the ownership chain.

**Does Who Owns That Brand cite a source on each brand page?**
On the Nike entry checked, the page links to Wikipedia with no date attached to the specific claim. Ethos attaches a dated source to each fact.

**Does Ethos cover beauty and fashion brands the way Who Owns That Brand does?**
Ethos covers consumer brands broadly rather than specializing in one category. For beauty, fashion, and personal care specifically, Who Owns That Brand's narrower directory may be faster to browse.

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Ethos is not affiliated with, endorsed by, or sponsored by Who Owns That Brand. Word marks are used only to identify the products compared. This page records publicly available information and does not characterize either product beyond it.

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Updated August 2026
Source: https://ethosscan.com/compare/ethos-vs-whoownsthatbrand/