Well, it means, what it is and it what it is not. ChopSaver contains no petroleum, unlike many of the other lip balms that are on the market today. It also contains no alcohol or preservatives. Another way to think of “all-natural” is all the ingredients are plant based. The ingredients in a natural product like ChopSaver come from plants such as shea butter, mango butter, castor oil, aloe, apricot kernel oil, grapeseed oil and avocado oil. The herbs are arnica, calendula, comfrey, white willow and ginger.