Jessica Buttimer caught on early to the appeal of "natural" cleaning products. So when Clorox chemists devel-oped some promising eco- friendly formulas, she saw the opportunity to launch the company's first new brand in 20 years. To answer consumers' concern about nontoxic cleaners -- "Will they work as well as what I've got under my sink?" -- Buttimer's team named the line Green Works. An endorsement deal sparked a mini revolt inside the Sierra Club, but Green Works has been a hit for Clorox and for Buttimer, who's now head of the Green Works business. -- by Denise B. Martin