I sell, and there's a larger lotion/soap business about an hour away. I use NG Cracklin Birch FO and it's very popular. They have a fragrance line called White Birch. It smells exactly like CB, but they label the fragrance as made with natural EOs and hydrosols. . . . That's how they get away with it--they stretch the truth. . . or make up their own definitions.
The fact that (as others have said) buzz words such as "all natural" or "organic" has become synonymous with "Good" drives me crazy.
Whenever someone tries to tell me that all natural is better for you than synthetic I tell them I would much rather drink a glass of Kool-Aid or a soda pop, than eat a handful of arsenic, hemlock, or walk in poison ivy/oak.