Clean Goes Green

Bleach boss Clorox aims to up its eco-cred--and sales--with natural products. Will it wash?

Illustration by Serge Bloch for TIME

Bleach boss Clorox aims to up its eco-cred—and sales—with natural products.

Sarah Gallop likes her clothing made of natural fabrics, house paints free of toxins and biocides, appliances efficient and home products eco-friendly. "My bottom line is my health," says the interior-design consultant, who lives in Santa Monica, Calif. But Gallop, 24, admits to coming up short in one area. "It's difficult to find green products that clean well."

This is the opportunity that Clorox Co. hopes to exploit with a natural cleaning line called Green Works, featuring products that it proclaims are biodegradable, are nonallergenic, are not tested on animals and--befitting a company whose name is synonymous with bleach--really give dirt...

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