At Milkweed Balm, our story began with a little boy in pain and a mother’s determination to help him. Debbie Dekleva was a frustrated mom. Severe eczema was making her baby scream.
The sting of lotions meant to soothe his raw, chapped skin was unbearable. Nothing worked—until she turned to something unexpected: milkweed seed oil.
Drawing on her family’s long-standing work with the plant, Debbie crafted her first formula in the company lab and called it "JoJo’s Burning Butt Balm." To her relief—it worked. No more tears at diaper changes. Just smiles. It was a Godsend, and marked the beginning of something much bigger.
This wasn’t just a mom’s journey. It was also a father-daughter dream.
Debbie’s father, Herb Knudsen, a chemist, patent attorney, and visionary entrepreneur, had been working with milkweed since 1987, when he acquired the “Milkweed Project” as Vice President of New Ventures at Standard Oil of Ohio. Together, Debbie and Herb built a business rooted in one powerful idea: Milkweed can help people feel better—naturally.
Years after JoJo’s Burning Butt Balm was created, Herb was suffering with osteoarthritis in his hip. As a baby, JoJo was unable to communicate that not only did his skin feel better, but the cream helped ease his pain.
Herb was the first to experiment with this oil for joint pain. Facing a hip replacement due to osteoarthritis, he began applying a milkweed-infused balm to his hip—and surprised everyone when he started moving better and postponed surgery for two years.
They started sending samples to friends and family who suffered with all kinds of pains from headaches, migraines, neuropathy, muscle, joint and bone pain. It seemed Milkweed Balm worked for almost everyone. They were shocked.
Milkweed seed oil, the foundation of our balm, is packed with unique lipids, vitamins, and minerals—including Omega 7s, a rare fatty acid that supports healthy skin but decreases with age.
A Legacy of Innovation
Herb wasn’t new to innovation. He founded Natural Fibers Corporation—now known as Monarch Flyway—and pioneered the development of high-value products made from wildcrafted milkweed. From bedding to balm, from wellness to wildlife, he saw endless potential in this North American native plant.
As he said, “People have tried to commercialize milkweed for hundreds of years—none of them successful.” But Herb believed the key was starting with purpose-driven products that would
both serve people and protect nature. Today, Milkweed Balm is a proud extension of that mission.
More Than Skin Deep
We are more than a skincare brand. We’re part of a movement. Milkweed is the sole food source for Monarch butterfly caterpillars, and monarch populations are declining rapidly due to habitat loss. That’s why we protect wild milkweed patches, encourage people to grow milkweed, and build value-added products that create economic incentives for habitat conservation.
Debbie Dekleva, now known as a Milkweed Maverick, leads this charge—changing landscapes for the better and helping people feel better in the process, but his legacy will live on through the milkweed business in the capable hands of his wife, Karen and daughter, Debbie.
Our Promise
We believe in the healing power of nature and the strength of family. We believe in finding answers when hope feels out of reach. And we believe in milkweed—not just for what it can do for your skin, but for what it means to the Monarchs, the planet, and to every family looking for something that finally works.
This is more than a business. It’s a legacy of care. And it’s just the beginning.