What if caring for fine lines wasn’t just about creams and serums? New Zealand sisters Lara Hofer and Rosie Power are taking a different approach, drawing on years of experience with medical-grade silicone to create reusable wrinkle patches – and now, a new gel mask designed to give skin a reset.
When it comes to skincare, we’re spoilt for choice. There are serums promising to smooth, creams designed to plump and treatments that claim to turn back the clock. But what if caring for fine lines involved something a little different?
Through their brand, MyWrinkles, sisters Lara Hofer and Rosie Power are bringing their experience with silicone into the beauty world. Their reusable patches are designed to soften the appearance of fine lines and wrinkles, without needles or complicated routines.
Their latest addition, the PDRNPink Collagen Skin Reset Gel Mask, takes the concept a step further, combining an ingredient with a history of research into tissue repair with a traditional skincare-style treatment.
A different way of thinking about skincare
The story behind MyWrinkles began well before the beauty brand was born.
Lara is the founder of Myscar®, a silicone scar-care brand whose medical-grade silicone technology has been used and recommended by plastic surgeons, obstetricians and scar specialists in New Zealand and internationally.
Years of working in scar care gave her a deep understanding of silicone and its role in supporting scar management. Silicone gel and sheets have been established options for managing certain types of scars since the 1980s.
Eventually, Lara began wondering whether the same technology could have a place in everyday skincare.
“We didn’t start with the idea of creating a beauty product and then look for an ingredient. We started with a material we already knew incredibly well,” she explains.
“We knew its history, we knew how it behaved on skin and we knew the results people were seeing with silicone in scar care. MyWrinkles was really the next step.”
That thinking led to the launch of MyWrinkles in New Zealand in 2025. The business gained further recognition in April 2026, winning the Deloitte and SODA Inc Growth Lab following a competitive selection process and live pitch.
Could silicone help soften the appearance of wrinkles?
Most skincare products rely on active ingredients being absorbed into the skin. Silicone patches work differently.
They create a protective barrier that helps reduce moisture loss, while gentle compression helps limit skin movement in areas where expression lines and sleep creases can become more noticeable.
While silicone is best established in scar management, research has also explored its potential cosmetic applications. One study published in the Journal of Cosmetic Dermatology examined silicone adhesive pads used around crow’s feet and reported improvements in skin roughness and fine lines, alongside increased hydration.
That doesn’t mean silicone patches can erase wrinkles or stop the ageing process. Evidence for their cosmetic benefits is still developing, and results will vary. However, they offer another option for people interested in non-invasive skincare.
“It’s actually a very simple concept,” says Lara.
“The silicone creates a barrier that helps keep moisture in, while the gentle compression helps reduce movement of the skin. It’s an innovative way of supporting the skin – creating an environment that works with the skin, rather than relying solely on what we put into or onto it.”
Reusable patches for the areas that show it first
Anyone who’s woken up with creases after sleeping in an awkward position will know how noticeable temporary lines can be.
MyWrinkles has developed reusable medical-grade silicone patches for the eyes, forehead, lips and mouth, neck and chest.
Each patch can be reused up to 15–20 times, depending on care and use, offering an alternative to disposable skincare treatments.
The Forever Fresh Eye Patches and Forever Fresh Forehead Patches are the brand’s bestsellers, targeting two areas where fine lines often become more apparent. Both are designed to be worn overnight as part of a simple at-home routine.
For the sisters, developing products for the face meant getting the details right, particularly when it came to delicate skin and comfortable removal.
“This wasn’t about jumping on trends. It was about doing it right,” says Lara.
“Years of development, testing and fine-tuning have gone into MyWrinkles. We knew that if we were going to target delicate areas like the face, our patches had to be exceptional – hydrating, effective, easy to apply and, above all, gentle to remove.”
Ageing on your own terms
While some people are happy to explore injectables and professional treatments, others prefer a less invasive approach they can incorporate into their everyday routines.
For Rosie, it’s about giving people more choice.
“We’re seeing a real shift in the way people think about ageing,” she says.
“People aren’t necessarily looking for perfection. They want to look after their skin, maintain a healthy appearance and feel confident, but they also want choice in how they do that.”
“Some people will choose injectables, some will choose professional treatments and others will prefer skincare they can use at home. For us, it’s not about one approach being right for everyone – it’s about giving people another option, and one that can also complement the skincare and treatments they already choose.”
It’s a refreshing perspective in a beauty industry that can sometimes make ageing feel like a problem to be fixed. Looking after your skin doesn’t have to mean chasing an impossibly smooth complexion; sometimes, it’s simply about finding a routine that works for you.
Enter PDRN: the latest addition
The sisters’ newest launch, the PDRNPink Collagen Skin Reset Gel Mask, introduces another technology to the MyWrinkles range.
PDRN, short for polydeoxyribonucleotide, has been researched for decades, particularly in connection with tissue repair and wound healing. Researchers have also investigated its potential role in skin regeneration and collagen production, although the strength of evidence depends on the application and formulation.
The single-use gel mask combines PDRN with collagen, niacinamide and hyaluronic acid. Designed to be worn for one to four hours, it gradually becomes transparent as it sits on the skin.
It’s intended to leave skin feeling refreshed and hydrated, whether you’re preparing for a special occasion, getting ready to apply makeup or adding another step to your skincare routine.
Research into an ingredient’s potential benefits doesn’t automatically prove that every product containing it will deliver the same results.
For Lara, however, PDRN was a natural fit for the brand’s philosophy.
“PDRN was a natural choice for MyWrinkles because its science aligns with our philosophy: support the skin rather than alter it,” she says.
Two different approaches, one skincare routine
The gel mask and silicone patches work in different ways. The mask focuses on skincare ingredients and hydration, while the patches create a surface barrier that helps retain moisture and gently compress the skin overnight.
Used together, they offer the option of a skin-prep treatment followed by overnight patching. Neither product replaces established sun protection or skincare suited to your individual needs.
“We’re interested in skincare where every product has a purpose,” says Rosie. “PDRN gives us a way to reset and prepare the skin, while our silicone patches take a different approach, working overnight to smooth and support the appearance of fine lines. They complement each other rather than trying to do the same thing.”
Rather than chasing the latest beauty trend, the sisters want to explore how different technologies can serve distinct purposes.
A new chapter in skin care
From medical-grade silicone developed for scar care to reusable wrinkle patches and a PDRN-infused gel mask, MyWrinkles reflects a growing interest in skincare beyond the traditional cream-and-serum approach.
The evidence behind these technologies isn’t equally established across all applications. But the underlying idea is simple: understand what a product does, what it can realistically offer and how it fits into your routine.
For Lara and Rosie, silicone remains at the heart of the business, while PDRN opens the door to exploring other ingredients and technologies.
“Skincare has traditionally been focused on what you put into or onto your skin – creams, serums and active ingredients – but there are different ways to support the skin,” says Lara. “Silicone offers a completely different approach, working at the surface to create an environment that supports the skin.”
“For us, it’s about understanding what different technologies can do and giving each one a purpose. That’s why silicone is at the heart of MyWrinkles, and why PDRN is such a natural addition to the range.”
Perhaps that’s the most interesting part of their story: not a promise to turn back time, but an invitation to think a little differently about how we care for our skin as it changes.
About MyWrinkles™
MyWrinkles™ is a New Zealand-owned skincare brand founded by sisters Lara Hofer and Rosie Power and launched in 2025. The brand uses 100% medical-grade silicone to create reusable patches designed to help diminish and smooth the appearance of fine lines and wrinkles.
The Forever Fresh Eye Patches and Forever Fresh Forehead Patches are the brand’s top-selling products and are available together as a bundle, including free New Zealand shipping, from their website.
