They work before the insect settles on the horse
Conventional fly sprays are generally designed to repel or affect insects through pyrethrin or pyrethroid chemistry. That means much of their action begins once the insect reaches the treated surface.
Botanical blends take an earlier approach. Citronella, peppermint, tea tree and lavender create a layered aroma around the horse. The goal is to confuse the scent cues insects use for navigation, making the horse more difficult to locate in the first place.