Find out who really owns the brands you buy, what the public record says about them, and how well they fit the things you care about.

Point your camera at any product, or a whole shelf, and get an instant analysis of the brands behind it: who owns them, what they fund, and how they line up with your values.

Who Owns That Indie Brand?
Our ownership records cover more than 32,000 brands, plus a hand-checked list of popular US brands with a source and date on every entry. Burt's Bees is Clorox. Annie's is General Mills. Now you know before you buy.

Backed by Public Records
Every analysis draws on 17 public data sources: the company's own PAC giving (FEC), lobbying filings, EPA environmental violations, Department of Labor safety and wage cases, the U.S. forced-labor entity list, corporate ownership registries, published boycott lists, certifications (B Corp, USDA Organic, EPA Safer Choice), climate targets, and more. Every fact shows its source and date, and the source list marks which sources are verified and which are estimates.

You Set the Values
Choose what matters to you across 13 dimensions, including the environment, labor rights, LGBTQ+ support, animal welfare and political giving, or start from a preset profile (Progressive Activist, Conservative Values, Environmentalist, Human Rights Champion, and more). The same brand scores differently for different people, by design. Your match score is calculated from the public record and your own settings, and the app shows where a brand ranks among the brands we've rated for your values ("Top 12% for your values"). It works whatever your politics are.

Features
• Instant photo analysis of any product or shelf
• Barcode scanner for instant lookups
• Corporate ownership chains from public records
• Voice search: just say a brand name
• Scan history saved on your phone and backed up to your free account, so re-checking a brand is free
• Track brands and keep shopping lists
• Better-aligned alternatives of the same kind, including certified B Corps, and an honest "no clearly better option" when there isn't one
• Source citations and confidence ratings on every analysis
• "This looks wrong" button to flag anything we got wrong
• Dark mode, guest mode (no account needed), full account deletion

Free, Nonprofit, No Ads
Defund Whatever is run by the Consumer Transparency Collective, a 501(c)(3) nonprofit. No ads and no data sales. Free daily analyses for everyone.

Optional Monthly Plans
Need more daily scans? Optional auto-renewing monthly plans raise your limit: Supporter (20 scans/day), Champion (40/day), Sustainer (75/day). Payment is charged to your Google account; plans renew monthly until cancelled, and you can cancel anytime in your Google Play subscriptions.

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