Trigger warning: this article discusses trying to conceive, pregnancy, and postpartum that may be triggering for some individuals.

TLDR? Stretch marks are completely normal - and genetics, hormones and how your skin responds to stretching mean no single treatment can guarantee prevention. But there are worthwhile ways to support your skin as it changes. Start early, be consistent, keep skin hydrated, massage rather than simply slap on your body oil, and support healthy skin from within through nutrition, movement and evidence-backed collagen peptides. Think inside + outside, rather than miracle cream.

In this article:

• What actually are stretch marks?
• Why are stretch marks so hard to treat?
• Why do some people get stretch marks during pregnancy and others don't?
• Can you prevent stretch marks during pregnancy?
• Can a body oil help with pregnancy stretch marks?
• Is a single oil or a blend better for pregnancy stretch marks?
• How does San Margo’s Extraordinaria Firming Body Oil work?
• Can collagen support skin from within?
• Can you get rid of existing stretch marks?
• The bottom line
• My final thoughts

Stretch marks are easily one of the most misunderstood skin issues amongst us. Around 70% of adolescent females develop stretch marks, and estimates during pregnancy range widely, with some studies reporting rates as high as 90%. They can affect people across ethnicities and skin types - literally anyone can be affected. Totally normal, but so frustrating, right? [1,2]

If you’re like me, you first became acutely aware of stretch marks during puberty.

My girlfriends and I basically formed our own makeshift clinical studies - each would have a different oil, body butter or moisturiser each week and we would discuss the effectiveness of each. Cosmo, Girlfriend and Dolly all had icons such as Britney, Paris, TLC and Nicole Richie in low-rise jeans and low-cut tops with provocative cover stories like ‘how to get a flat stomach fast’ and ‘stretch mark treatments that work’. Tummies, navel piercings and cleavage were in. Stretch marks, bacne and covering up were out.

Back then there was no AI-fuelled internet that could dissect an INCI list in seconds and tell you good marketing vs good formulation. Expectations around substantiating cosmetic claims were also much looser. So you took what you had in front of you as credible evidence - and if that meant making a mental link between Kate Moss’s stretch-free midriff next to an advertisement of cocoa butter for stretch marks, well that was enough to add to the shopping cart (literally, at the supermarket. We didn’t shop online for skincare back then lol! Ugh.. I’m old).

I was hit hard by puberty - and I still have the evidence today. Was it inconsistency? Product? Diet? The stress of teenage angst? Genes? Likely all.

Fast forward to my pregnancy and I was determined to get no new stretch marks, so I dived into the research and once again became my own guinea pig - this time it worked! I am still absolutely amazed my existing ones didn’t get any worse and I didn’t develop new ones. Was this just luck? Here is what I learnt.

Can you actually get rid of stretch marks? Can you prevent them during pregnancy? And is there any point in diligently massaging your growing belly every night?

The answer is more nuanced than you might believe.

Before you dive in, I want to preface this article by saying that the studies are varied, often small, and results are not always consistent. There is still a lot we do not know. But I assume that because you’re reading this, you don’t have time to wait for the perfect study - so here is the best information I could find for you to draw from. Ultimately, what you choose has to work for your routine, budget, preferences and, during pregnancy, your healthcare advice.

First: What actually are stretch marks?

Stretch marks - medically known as striae - are a form of scarring that develops within the skin when it changes rapidly.

They're particularly common during periods of rapid growth or body change: puberty, pregnancy and significant changes in weight - for example fast weight loss via diet and/or GLP1 or working out and gaining muscle mass in short periods of time.

Unlike the scar you might develop after cutting the surface of your skin, stretch marks form from the inside out.

The dermis contains collagen and elastin, which provide much of the skin's strength, structure and ability to stretch and recoil.

When skin is stretched rapidly, changes occur within the dermal extracellular matrix - including collagen and elastin fibres - alongside changes in fibroblast activity and skin structure. The result is the familiar lines we recognise as stretch marks [2].

Fresh stretch marks - striae rubrae - can initially appear pink, red or purple. Over time they usually fade into paler, more mature striae albae.

The below graph shows how the dermis and epidermis look on skin with and without stretch marks - and how stretch marks change over time.

Why are stretch marks so hard to treat?

It is a common misconception that stretch marks are caused by dry skin.

Stretch marks are among the toughest skincare concerns to treat because they are structural change within the dermis and our dear little skin barrier thinks it’s helping by limiting what penetrates through it.

Put simply, a cosmetic cannot simply travel through the skin to the deeper dermis and repair the disrupted collagen and elastin involved in established stretch marks. Cosmetic benefits are mostly on the skin’s surface and upper layers - which is why hydration, barrier support and improving appearance are very different claims from actually repairing a stretch mark [2,5].

Even formulations that describe themselves as ‘medical’ or ‘clinical grade’ are still legally classified as cosmetics or non-prescription topicals. There is no regulated or standardised definition of these terms. They can mean a product has higher concentrations of active ingredients or a more advanced formulation - but sometimes they don’t! Because… marketing.

So how can you tell if a product making these claims is actually worth your money? Look at the formulation, the evidence and real-world experience. Aka: read the product’s INCI (ingredient) list, look at any supporting studies they’ve done, and read the product reviews.

Even prescription topical medications have their limits. Tretinoin has shown some benefit for newer, early stretch marks, but results are less amazing for mature stretch marks which are way harder to influence. And most importantly, tretinoin should not be used during pregnancy - so it isn’t an option for preventing pregnancy-related stretch marks [5,6].

Regardless, cosmetics and topical medications can only go so far. Some smaller molecules can penetrate further into the skin, but a topical product still can’t simply travel down to the deeper dermis and repair the disrupted collagen and elastin involved in an established stretch mark. This is actually a good thing… imagine if everything we put on it could just pass freely through our skin and start changing things up willy-nilly!

See the below image illustrating how deep moisturisers can go vs where stretch marks sit.

Why do some people get stretch marks during pregnancy and others don't?

Research suggests several factors influence the likelihood of developing pregnancy stretch marks, including genetics and family history, age, pre-pregnancy weight, pregnancy weight changes and baby's birth weight. Basically, stretch marks might be the most woke skin concern there is - inclusive of all genders, ethnicities and skin types. Which is a great argument for giving them their own day. But I digress.

Can you see why two people could follow the same pregnancy routines and have completely different outcomes? Again, not anyone’s fault, just nature! [7]

Can you prevent stretch marks during pregnancy?

It would be lovely if preventing stretch marks were simply a matter of remembering to do X, Y or Z every day and again every night.

The science is inconclusive, but there is enough evidence to support thinking about stretch-mark care holistically: support healthy skin from both the inside and outside, while accepting that completely avoiding stretch marks during pregnancy - especially if you are genetically predisposed - may not be possible. Some specific topical formulations and massage-based routines have shown encouraging results, but no single approach can guarantee prevention [5,6,8].

So, the promise isn't: “Use this and you won't get stretch marks.”

It's: “Care for the skin while it stretches, for the healthiest skin for your body type.”

But lovely, please remember: a lot of stretch-mark development is outside of our control. It is simply untrue and unkind to conclude that you are less than, broken or doing something wrong if you consistently put in the effort, yet a few sprinkles of silver still form across your tummy, breasts or hips.

And a note before we dive in: the following are suggestions demonstrating how different layers of care can work together to support skin and tackle stretch marks holistically - not a to-do list designed to put you under even more pressure.

• Start early: If you’re pregnant, begin from the first trimester, before the skin begins to stretch significantly. Stretch marks are generally easier to influence when they’re new (striae rubrae) than once they’ve matured into older, pale striae albae, when more permanent structural changes have occurred. In fact, a review specifically recommends treating pregnancy stretch marks during their early stages rather than waiting until they have matured. Some of the more promising pregnancy prevention studies also began topical treatment at around 12 weeks. Starting early means you’re supporting your skin before the biggest changes happen - and if stretch marks do begin to appear, you’re already caring for them during the stage when they may be most responsive. [5]
• Be consistent:Consistent use, twice daily, may matter more than the specific product you choose. Small daily habits compound, vs a once-in-a-while burst of enthusiasm. One study of 299 women found fewer stretch marks among those who had applied their products at least twice daily during pregnancy compared with once daily - 63.7% developed stretch marks versus 77.6%, respectively [9].
• Stay adequately hydrated: Water + hydration matter to normal skin function. Well-hydrated skin is more flexible and better able to cope with the stress of stretching during pregnancy than dry, dehydrated skin. Hydration also supports normal skin-barrier function and the cellular processes involved in maintaining healthy skin. [10,11]. Think of elastin like tiny rubber bands within the skin, helping it stretch and recoil, while collagen provides strength and structure. Keeping skin well hydrated helps maintain its normal flexibility and function while your body is changing.
• Moisturise daily with massage: While dry skin does not cause the changes that create stretch marks, emollients can improve softness, comfort and barrier function as well as relieve stretched itchy skin. In terms of massage, one pregnancy study found fewer stretch marks in women who performed a 15-minute massage with almond oil than in women who applied the oil without massage or received no intervention [8,12]. How we apply product matters as much as what we apply.
  PLUS: massage has been associated with reductions in cortisol in research. See next point!
• Keep cortisol in check: Cortisol is one of your body's primary stress hormones - and can be mean to our lovely collagen. Research in human skin has found that cortisol can reduce type I collagen production, while another study found that exposure to cortisol-like hormones reduced markers of type I and III collagen synthesis by around 70–80% [13,14].
• Eat your skincare! A varied, nutrient-rich diet with adequate protein, essential fatty acids and micronutrients such as vitamin C and zinc provides the building blocks needed for normal collagen synthesis and skin function.
• Choose supplements carefully: You’re likely already taking a prenatal during pregnancy, when your nutritional requirements for certain nutrients increase significantly and it can be difficult to maintain optimal levels through a good diet alone. Look for well-formulated supplements with appropriate amounts of key nutrients in forms your body can readily absorb and use. Just like skincare, the formulation matters.
  Real Food for Pregnancy by Lily Nichols is one of my faves for a deep dive into pregnancy nutrition and supplementation!
• Try Collagen peptides: Research on specific orally consumed collagen peptides has found improvements in skin hydration, elasticity and dermal matrix markers. I go into the VERISOL® evidence in detail below [15,16].
• Exercise is good for your skin too! Research has found that regular exercise can improve skin circulation, elasticity and dermal structure, with one 16-week study finding that both aerobic and resistance exercise significantly improved skin elasticity and upper dermal structure, while resistance training also increased dermal thickness [18]. Exercise can also help regulate cortisol [17]. There are lots of great pregnancy-tailored yoga and Pilates options out there now, both in-studio and online.

Can a body oil help with pregnancy stretch marks

Girl yes. As above.

But make it a consistent, enjoyable ritual. Here is where you can potentially stack results.

Regular application of an emollient-rich body oil can help maintain hydration, soften the skin and support the skin barrier. And for a pregnant belly that can feel tight, dry, itchy and uncomfortable as it expands, a well-formulated body oil can be helpful.

Further, a recent evidence-based review of 38 studies published in 2025, covering 38 studies from 1998 to 2024, found that while oils used alone have limited evidence for preventing stretch marks, pairing oil with massage is a thing. One pregnancy study found significantly fewer stretch marks among women who performed a 15-minute massage with almond oil than among those who applied the same oil without massage or used nothing [8,12].

Biology might be able to explain this. Massage has been shown to increase skin microcirculation, while separate research suggests that the physical stimulation created by massage may encourage the skin’s collagen-producing cells (fibroblasts) to get to work [19,20]. Gentle massage can also help encourage fluid movement through the lymphatic system.

There’s still a much-needed study to be done on exactly why massage appears to make a difference to stretch marks, but there are certainly a lot of threads to pull.

PLUS, more to stack: massage has also been shown to reduce cortisol levels [21]. As we covered earlier, cortisol can be a little mean to our lovely collagen - so turning your oil application into 15 minutes of actual relaxation may have benefits beyond simply moisturising your skin.

Lastly, behavioural scientists have found that pairing something you need to do with an immediate reward can make habits easier to sustain [22,23]. So instead of body oil becoming yet another pregnancy task, bundle it with something you actually look forward to - a 15-minute massage, your favourite podcast, or a Hot Chocolate treat.

Mic drop: You’ve taken one simple body-oil ritual and stacked the potential benefits: hydration + massage + skin circulation + relaxation + consistency. And because it feels good, you’re far more likely to actually do it twice a day.

Here we might recommend our lovely body oil and hot choc as a chic night treat!

Is a single oil or a blend better for pregnancy stretch marks?

Different plant oils bring different things to the body oil party. Their fatty acids, antioxidants, vitamins and other plant compounds can support the skin in different ways - from moisturising and supporting the skin barrier to antioxidant, anti-inflammatory and wound-healing activity [4].

Rather than relying on one hero oil, a well-formulated blend of different oils and actives can be selected for complementary roles - some for their fatty-acid profiles and barrier support, others for their antioxidant properties, skin feel or ability to support the delivery of other ingredients.

Take squalane and CoQ10, for example. Squalane is an exceptionally stable, skin-compatible emollient, and research suggests that squalane-containing formulations can enhance the skin penetration of certain active compounds. CoQ10, meanwhile, has itself been shown to penetrate the skin when applied topically and increase its antioxidant capacity [24].

When a formulation is designed as a blend, the ingredients get to have different fun jobs - supporting the skin from multiple angles.

How does San Margo’s Extraordinaria Firming Body Oil work?

By combining complementary emollients, plant oils and antioxidant ingredients into one considered formulation, our Extraordinaria Firming Body Oil is a beautiful addition to a pregnancy ritual. Some of our favourite additions include:

• Sweet Almond Oil: A nourishing, vitamin E-rich emollient traditionally used for moisturising and massage. One pregnancy study found that a 15-minute massage with almond oil significantly reduced the development of stretch marks, while applying the oil alone did not [8,12].
• Rosehip Oil & Vitamin E: A bit of a scar superstar. Rich in essential fatty acids and antioxidants, rosehip oil has been studied for wound healing and improving the appearance of scars, while its linoleic and alpha-linolenic fatty acids help support a healthy skin barrier. It has even featured in a double-blind randomised pregnancy trial, where a multi-active formula containing rosehip oil and vitamin E significantly reduced the development of new stretch marks and the progression of existing ones [25].
• Ubiquinone (Coenzyme Q10): CoQ10: A powerful cellular antioxidant that can penetrate into the skin, helping defend skin cells — including our collagen-producing fibroblasts — against oxidative stress. Research suggests topical CoQ10 can help protect collagen and elastin from degradation and support firmer, more resilient skin [24].
• Squalane: This is where a well-formulated blend gets clever. Squalane is a lightweight, skin-compatible emollient related to squalene, a lipid naturally found in our skin. But beyond being a lovely moisturiser, squalane can also play delivery vehicle.
  Research has shown that squalane-containing formulations can help fat-soluble actives penetrate into and remain within the skin. A 2025 study, for example, found that squalane-rich formulations significantly increased the skin permeation and retention of vitamin E, while earlier research found that squalane increased the residence time and dermal availability of certain antioxidant compounds [26,27].
  In other words, squalane reminds me of when my best friend got their full licence before me - totally cool by themselves, but also able to drive all their skin-loving friends to that warehouse party on the North Shore because James was going to be there.

San Margo's Extraordinaria Firming Body Oil was independently tested on 20 women aged 24-56 with existing stretch marks and sensitive skin. They applied the oil twice daily for 28 days, massaging it into the skin until absorbed. The study was not conducted in pregnant or breastfeeding women, so I am careful not to present it as a pregnancy-prevention trial [29].

After 28 days:

• 100% agreed their skin felt significantly more hydrated.
• 100% agreed their skin felt smoother.
• 85% agreed their skin felt firmer and more elastic.
• 65% agreed their stretch marks looked improved.

And because sensitive skin was part of the study population, we're particularly proud that 100% reported that the oil did not cause irritation.

The results suggest that consistent use, especially with massage, can meaningfully improve how skin with existing stretch marks looks and feels.

Can collagen support skin from within?

Collagen is one of the major structural proteins within our skin. And unlike topical collagen, which largely sits on the surface of the skin, research on oral collagen peptides has found improvements in skin hydration and elasticity.

The VERISOL Bioactive Collagen Peptides used in San Margo's Radiante Collagen + Vitamin C have been studied in a number of double-blind, placebo-controlled trials (the gold standard for clinical testing!). These showed:

• Women consuming 2.5 g of these specific collagen peptides daily experienced statistically significant improvements in skin elasticity compared with placebo in one study. [15,16]
• Another placebo-controlled VERISOL study found that eight weeks of supplementation was associated with increased levels of procollagen type I and elastin in skin tissue, alongside improvements in wrinkle volume. [15,16]

So, when used consistently, oral collagen peptides can be another evidence-backed tool for supporting skin health from within - including the hydration, elasticity and collagen production we've been talking about throughout this article.

Can you get rid of existing stretch marks?

Once stretch marks have formed, they're notoriously difficult to completely remove.

They also naturally soften with time, often becoming paler and less noticeable as they mature.

Complete removal remains difficult, but meaningful improvement is possible. Published evidence supports a range of professional approaches, including microneedling, fractional laser and radiofrequency-based treatments, with results varying by stretch-mark type, skin type and practitioner. Newer red-purple striae rubrae may respond differently from mature white striae albae, and no procedure works perfectly for everyone [3,28].

Prescription tretinoin has also been studied, particularly for newer stretch marks, but it isn't an option during pregnancy and should only be used under appropriate medical guidance.

So why didn’t I develop any more stretch marks during my pregnancy?

My research shows me that it could have been a variety of factors. I had been trying to get pregnant for two years, so I had been taking a wide variety of supplements for a long time. I took collagen in my smoothie daily, massaged with body oil consistently twice daily, drank a tonne of water, ate a whole foods pregnancy diet, did prenatal yoga and Pilates a few times a week, and walked to and from work each day. All. Of. The. Things.

My experience and the research are how I came to my inside/outside philosophy for San Margo: skin undergoing extraordinary change deserves extraordinary care.

From the outside, Extraordinaria Firming Body Oil is fragrance-free and essential-oil-free, combining apricot, jojoba, rosehip, argan, almond, sunflower and safflower oils with squalane, CoQ10 and Vitamin E. Massage it generously into areas experiencing stretching and dryness twice daily.

From within, Radiante Collagen + Vitamin C delivers VERISOL® Bioactive Collagen Peptides, the specific peptides studied for skin benefits including elasticity.

The bottom line

Is there one single thing to guarantee completely ridding yourself of stretch marks?

No.

Can you guarantee you'll prevent them during pregnancy?

No.

Can existing stretch marks become less noticeable over time or respond to certain treatments?

Yes.

Can you support hydration, softness, elasticity and the overall appearance and condition of your skin while your body changes - while also giving yourself a special daily ritual of care?

Absolutely.

My final thoughts

I like to reframe taking care of yourself during pregnancy as an act of love.

Post-puberty and post-pregnancy I no longer look at my stretch marks in distress. I look at them as evidence of what my body has gone through. It was an honour to go through puberty and develop a body capable of pregnancy. It was an honour to be able to deliver the baby I was given a 1-5% chance of conceiving. When I fully understood the meaning behind the saying that ‘nothing in life is promised’, I realised the absolute miracle that developing stretch marks was.

____________________________________________________________________________

Disclaimer: information provided on this website is for informational and educational purposes only and should not be considered medical advice. Always consult a qualified healthcare professional regarding any medical concerns, diagnoses, or treatment decisions.

A note on AI: This article was researched and written by San Margo, with AI used as an editing and research tool along the way. The thinking, opinions, personal experience and final words are ours.

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