Why don't natural bug sprays say they repel bugs? That's because insect repellents are considered pesticides so they must meet strict safety standards. If natural bug sprays claimed they repelled bugs they would be subject to the same strict standards of other large commercial bug sprays and that just isn't an option for most small manufacturer's in terms of cost or data.
So instead they say things like "outdoor ease' and 'campers comfort'. But look for ones that contain lemon eucalyptus oil! Consumer reports did some research and besides DEET and picaridin, lemon eucalyptus works the best.
Check out the article here.