While I Iove the idea and effort so far, there are some big things still missing.
First, I agree completely that parent companies need to be considered. I do believe that choosing to support the cruelty-free product line in a company with both options is will help send those companies a message, but some of us would rather support companies that are 100% cruelty-free. Also, I feel it's important for people to have the full story in order to make those informed decisions.
Secondly, the site is lacking in many ways from a purely functional point of view...
1. Better descriptions and perhaps some photos for companies listed would be helpful.
2. More detailed info about each company's ethics seems important as well. For ex: some companies focus more on sustainability of product sourcing, some on fair trade, others on organics, animal testing, etc. I'd like to know more specifics on WHY a particular company made the cut. This could be solved with something as simple as a key or legend.
3. Finally, I'd like consumers to have the ability to leave ratings, remarks, feedback, personal experiences, etc about individual companies or products. This would allow for dispersal of greater overall knowledge and could help consumers AND companies alike!
Thanks for the work so far, and keep the updates coming!