Brandefy compares store brands (i.e. up & up) to name brands (i.e. Neutrogena) to show when the generic is as good as the name brand and when it is not. We compare the products through ingredient analysis and consumer testing of smell, consistency, feel and packaging. Store brands with a low score (i.e. 20%) have very little in common with the product they are supposed to compare to, and products with a high score (i.e 96%) are extremely similar. For more detailed information please sign up for the beta app.