What is the main difference between Ethos and Who Owns That Brand?

Who Owns That Brand is a free directory covering beauty, fashion, and personal care. Its own About page states most data is "researched by hand from public sources: company websites, SEC filings, Wikipedia, and business news," listed generically rather than linked per brand entry. Ethos covers consumer brands across categories and links a dated primary source on each individual fact in the ownership chain.

Does Who Owns That Brand cite a source on each brand page?

Checking its Nike entry as an example, the page states Nike's public-company status and links to Nike's Wikipedia article, with no dated citation attached to that specific claim. Its About page names its source categories generally rather than per entry. Ethos ties a dated source link to each individual fact.

Does Ethos cover beauty and fashion brands the way Who Owns That Brand does?

Ethos covers consumer brands broadly rather than specializing in beauty, fashion, and personal care. If you only need that specific category and want a purpose-built alphabetical directory, Who Owns That Brand's narrower focus may be faster to browse.

Ethos / Compare / Who Owns That Brand

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

Comparison based on publicly available information, as of August 2026

Who Owns That Brand is a free website: an alphabetical directory of beauty, fashion, and personal care brands, also browsable by parent company, with a short quiz feature. Its own About page is unusually candid about its limits: "Most data is researched by hand from public sources. If you spot something outdated or wrong, let us know," and names its source categories generally, company websites, SEC filings, Wikipedia, and business news, without linking a specific source to a specific claim.

Ethos does the opposite on that one point: each fact in an ownership record, brand to operating entity to ultimate parent, carries its own dated source link, rather than a general list of the kinds of places the site draws from. On its Nike entry, for example, Who Owns That Brand links out to Nike's Wikipedia page but attaches no date to the specific ownership claim. Where the two tools genuinely differ in scope: Who Owns That Brand is deliberately narrow, beauty, fashion, and personal care, while Ethos covers consumer brands across categories.

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: [email protected]

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.

Keep comparing

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.

Ethos: 392 brands, 440 dossiers as of August 2026. Join the iOS waitlist →