Soda's Growth Lab supports ambitious founders to build stronger businesses through expert guidance, practical learning and a supportive community. In this Founder Spotlight, Lara Hofer, founder of MyWrinkles and MyScar, shares the impact the programme has had on her business.
Founder: Lara Hofer
Business: MyWrinkles
Growth Lab cohort: Women in Business 2026
Tell us about your business…
MyWrinkles is a New Zealand-owned beauty brand creating reusable silicone wrinkle patches designed to support smoother, healthier-looking skin - naturally, without Botox or filler.
The idea was born from my first business, Myscar, a medical grade silicone scar care company created after my own C-section recovery experience. Through developing Myscar, I discovered the incredible properties of silicone in supporting skin health, hydration and texture. I saw an opportunity to bring that same clinically inspired technology into the beauty space, creating a non-invasive solution for people wanting to care for their skin in a simple, effective way.
MyWrinkles offers reusable patches for areas such as the forehead, eyes, mouth, neck and chest, designed to help address existing fine lines and wrinkles while also supporting a preventative approach to skin ageing. By wearing them overnight, they help support smoother, more hydrated, healthier-looking skin.
What inspired you to start your own business?
My journey into business started from a personal experience. After an emergency C-section and a difficult recovery, I became passionate about finding better solutions for scar care and created Myscar.
Building Myscar opened my eyes to the power of medical grade silicone and how much people value products that are simple, effective and backed by science. MyWrinkles came from recognising that the same technology could be applied to skincare, giving people an alternative to more invasive approaches while helping them feel confident in their own skin.
I’ve always been driven by solving problems I personally experienced and creating products that genuinely make a difference.
Why did you join Soda’s Growth Lab?
As a founder, you often spend so much time working in your business that it can be difficult to step back and work strategically on it. I joined Growth Lab because I wanted guidance, accountability and the opportunity to learn from other ambitious business owners.
I wanted to strengthen my understanding of growth, marketing and scaling, and make sure I was building MyWrinkles with a clear strategy rather than just making decisions day by day.
What was your biggest breakthrough during the programme?
My biggest breakthrough was gaining a much deeper understanding of my target market and realising the importance of being more focused and strategic in my decision-making.
As a founder, it’s easy to feel like you need to be everything to everyone and be present everywhere to achieve growth. Growth Lab helped me realise that the opposite is often true, success comes from knowing exactly who you’re trying to reach, where to focus your energy, and making intentional decisions that move the business forward.
It gave me the confidence to prioritise what matters most, rather than trying to do everything at once.
What changes have you made to your business since completing the programme?
Since completing Growth Lab, I’ve become much more strategic with my marketing and growth activities. I’ve refined our messaging, focused more heavily on understanding our customer, improved our advertising approach, and become more confident in testing and learning rather than trying to make everything perfect before launching.
I’ve also continued building the foundations for scaling both MyWrinkles and Myscar, including expanding our brand presence, strengthening our systems and looking at future opportunities internationally.
What did you enjoy most about Soda’s Growth Lab?
The biggest highlight was being surrounded by other business owners who were on a similar journey. Running a business can sometimes feel quite isolating, so having a community where people openly shared challenges, ideas and wins was incredibly valuable.
I also loved having access to experts who challenged my thinking and encouraged me to look at my business differently.
What's one thing you learned that you wish you'd known years ago?
That progress doesn’t always come from doing more, it comes from doing the right things consistently.
As a founder, it’s easy to feel like you need to say yes to everything, be everywhere and do everything yourself. Learning to prioritise, focus on what actually drives growth, and trust the process is something I wish I had understood much earlier.
What's next for your business?
The next stage is focused on growth. For MyWrinkles, we’re continuing to build awareness, expand our customer base and explore opportunities in international markets.
For Myscar, we’re continuing our mission of supporting people through their scar recovery journeys and looking at ways to make our products more accessible globally.
Ultimately, the goal for both brands is the same: creating trusted, effective products that help people feel confident in their skin.
Would you recommend Growth Lab to other business owners? Why?
Absolutely. Growth Lab is incredibly valuable for anyone who feels like they are constantly working in their business but wants to step back and create a clearer path forward.
It’s an excellent programme for someone at the beginning of their business journey, but also for businesses that are a few years in and looking to reignite growth, refine their strategy or gain more clarity around their direction.
The combination of expert guidance, practical learning and the support of other founders makes it such a powerful experience. It gave me the confidence, tools and perspective to step back and look at the bigger picture of my business, rather than getting caught up in the day-to-day.