So why is this important? Well, when brands share a company they also share a bunch of other things — namely technology, ingredient, and formulation innovations. So if you're in love with an expensive shampoo, it's safe to say that the drugstore version that comes out a few months later will feature some interpretation of that formula's secret sauce. Technologies are also shared among brands in the same company, and they tend to trickle from the prestige brands down to the drugstore ones.