I'm currently using it during my pregnancy, I'm about 19 weeks now and I don't have any stretch marks or itchy skin. It is very easy to apply, is not watery or too thick, leaves no marks on clothing and absorbs quickly into the skin. I'm one of the few who hates the smell of cocoa butter lotions, so I'm much better off without the harsh smells. I'm not following the "rubbing for 20 minutes" instructions in the instructions, but if I did, I'd probably be rubbing my skin dry. I use that in the morning and the Belli products in the evening, I'll probably always have that in my closet after the birth. One can lasted me for 18.5 weeks when used once a day, you really don't need much. Good product!
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