"Flavor oils" don't actually flavor. They are a lip-safe fragrance oil. It has been noted in many places that if you sweeten a lip balm, folks will tend to lick their lips more which erodes the lip balm, thereby defeating the purpose of the balm. I prefer my lip balm unsweetened but do like the fragrance aspect of the "flavor" oil. You're simply fooling the taste buds through your nose.