Well, come to that, only someone of a similar ilk would fail to notice that this bit of insight is designed for marketing purposes…and using the Scary Chemical tactic and a bit of deceptive description for good measure.
See down there on the rap sheet of Scary Chemicals, they list lye … which, given the tone of that introduction, could leave the chemically unwary with the impression that this company doesn’t use it. But reading further to the ingredients on their soap products, they incorporate the weasel word “saponified”. Your Whole Foods soap uses a similar tactic with the use of the names “sodium palmate” and “sodium palm kernelate”. A legal way of circumventing the need to list every single ingredient that goes into the mix.
A common phrase in soap making circles is No Lye=No Soap. No lie. It’s true.