The "all natural" question is interesting, I think. (I don't market or sell soap, so I don't have a dog in that particular fight).
What is "all natural"? If "natural" implies something formed by nature, and "artificial" implies something formed by humans, then soap itself, as a manufactured product (sure, manufactured by hand, but still a forced chemical reaction), is not really "natural". As far as the FDA (and many other sources, if you look around) is concerned, "natural" means: 'ingredients extracted directly from plants or animal products as opposed to being produced synthetically.' Lye is produced through electrolysis, so as an ingredient, it's not "natural", but then again, it's a pretty straightforward reaction using electricity on a salt water solution. Not frighteningly unnatural.
And, of course, there's no lye left in the final product. Is an ingredient what you put in, or is it what the final product contains? If I use lye and coconut oil, are those my ingredients, or is my ingredient sodium cocoate because that is what the soap contains? In neither case could one claim that the product contains "all natural" ingredients, since both lye and sodium cocoate were obtained through a chemical process.
So, I think the "all natural" label is bogus, if one is going to be precise. However, I do accept that what most people seem to mean when they say "all natural", is that, aside from the lye, the things they put into the soap were all derived fairly directly from plants or animals, without the addition of other chemicals.