Technically, and really deceptively, they claim that it's not "dye". Instead, it's purple pigment. As a woodworker, I can relate that the distinction is that a dye is soluble in the carrier that it's applied with, while a pigment is a finely-divided insoluble colored material that's applied with a carrier.
That's rather obviously a distinction without a difference, but it allows the company to claim that there's "no artificial dyes" in the product. :rolleye1:
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