Tia Gendusa is a devoted bulldog mom, wife, and skincare formulator with a heart deeply rooted in care. The journey to creating Worthyof began nearly a decade ago, during one of the most vulnerable chapters of her life; navigating infertility.

As a former IVF patient, Tia developed a profound respect for the role clean, thoughtful ingredients play in overall wellness and fertility. That experience also sparked a growing frustration with how few truly clean, gentle options existed on the markets, especially for sensitive, maturing skin.

Determined to do better, Tia immersed herself in cosmetic science and formulation, turning a deeply personal mission into something much bigger. In 2023, Worthyof was born.

What started as a search for safer, more effective skincare quickly revealed a true calling: creating simple, intentional personal care products designed for those who want results without compromise; products that support skin through every season of life.

Worthyof is more than a skincare brand. It’s a reflection of resilience, care, and the belief that every person is worthy of feeling confident, supported, and at home in their own skin.