Not all plant extracts are heavily coloured! Take a look at this container of green tea extract (oil soluble) from Brambleberry compared to the powdered green tea extract (water soluble) from Voyageur Soap & Candle. The green tea extract is completely clear while the powder is that oh-so-attractive green and brown colour. It could be that they are using clear or not very coloured extracts in their products.
There's also the question of how much to use. You've probably seen this with your lotions. If you make a lotion with loads of jojoba oil, you might see a yellowy tinge. Use it at 5%, and there's nothing but white. I wonder sometimes how much of a given thing the lotion makers really use, especially when we see it near the 1% mark. (Not that there's anything wrong with something being used at 1%. My powdered extracts work really well at 0.5%!)