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Stretch marks happen when the skin is pulled by rapid growth or stretching. Although the skin is usually fairly elastic, when it's overstretched, the normal production of collagen is disrupted which eventually caused scars called stretch marks.
There are many causes but it can happen during and post pregnancy, and when you follow a strict diet.
On top of the selection of body products that will help decrease the marks, and keep your skin moisturized well enough, it is important to eat ingredients rich in vitamins and minerals, and to drink plenty of water.