5 tips to tackle stretch marks.

Stretch marks are incredibly common — they show up during pregnancy, growth spurts, weight changes, or really any time your skin stretches faster than it can adapt. They're not a flaw. But if you'd like to reduce their appearance, there are things that genuinely help. Here are five of them.

First, what are stretch marks?

When skin stretches rapidly, the elastin fibres beneath the surface can tear. Those tears are stretch marks — initially they appear red, purple, or pink, and over time they fade to a silvery white. Newer marks (the coloured ones) tend to respond better to topical treatment than older, faded ones, so starting a routine early makes a difference.

1. Exfoliate regularly

Exfoliation removes the top layer of dead skin cells and encourages cell turnover — which helps new, healthy skin replace the old. For stretch marks, consistent exfoliation makes them look less raised and more even in texture over time, and it primes skin to absorb the moisturising products you apply afterwards.

My Original Coffee Scrub has been a go-to for stretch marks since it launched — coarse coffee grounds and cold-pressed oils exfoliate and nourish at the same time. Use it in the shower 2–3 times a week on affected areas, working in circular motions and leaving it on for a couple of minutes before rinsing to get the most out of the caffeine.

For a scrub with extra skin-restoring benefits, my Rosehip Body Scrub & Cleanser combines exfoliating sugar with rosehip oil, jojoba, and shea butter — ingredients known for their ability to help reduce the appearance of marks and scars. It melts into a cleanser on rinsing, making it a 2-in-1 shower step.

2. Use caffeine

Caffeine is one of the harder-working ingredients in my range. Applied topically, it helps improve circulation and gives skin a firmer, more toned appearance — which is why it shows up across my body care range, not just in the coffee scrubs. For stretch marks specifically, improved circulation means better delivery of nutrients to the skin, which supports the repair process.

Leave any coffee scrub on the skin for 2–3 minutes before rinsing rather than scrubbing and washing off immediately — that's how you get the most from the caffeine content.

3. Moisturise with the right ingredients

Hydration is essential for skin elasticity, and skin with better elasticity is more resilient — both to new stretch marks forming and to the appearance of existing ones. But not all moisturisers are equal for this job. You want ingredients with specific skin-restoring properties: rosehip oil, caffeine, and firming actives.

My Firming Body Cream is built around Body 3 Complex™ — a trademarked active formula clinically tested to help reduce the visible appearance of stretch marks and cellulite with consistent use. Apply it once or twice a day to areas of concern, paired with my Body Sculpt Tool for better absorption and circulation.

My Rosehip Dry Body Oil is another strong option — rosehip oil is rich in fatty acids that help brighten skin and improve the appearance of marks and scars. It absorbs without any stickiness, making it easy to use daily.

For a concentrated oil treatment on the booty and thighs, Firming Booty Drops delivers caffeine, guarana, and carrot root extract in a lightweight oil that firms and softens in one step.

4. Fake tan

This one won't reduce the appearance of stretch marks — but it will make them far less visible. A self-tan brings the surrounding skin closer in colour to the marks themselves, which evens everything out. Exfoliate first (see tip 1), moisturise any particularly dry areas, then apply your tan of choice. A gradual tanner built into a daily moisturiser is the most forgiving approach if you want subtle, even results.

5. Consider professional options for older marks

Topical products work best on newer, more coloured stretch marks. Older, silvery-white marks have less active collagen and elastin to work with, which means skincare has a harder time reaching them. If you have longstanding marks you'd like to significantly reduce the appearance of, laser treatment or microneedling are the options most supported by clinical evidence — though both require multiple sessions and a decent budget. A dermatologist can advise which approach suits your skin type and the age of the marks.

Either way, babe: you're working with what your body has been through, and that's worth something.

x frank