An older, low-tech treatment for stretch marks is to use creams to help moisturize skin, repair collagen and elastin growth. They commonly contain combinations of cocoa butter, wheat germ oil, lanolin and vitamin E. But actually, these creams are most effective if used during pregnancy while your skin is being stretched to help keep it soft, supple, smooth and elastic. So prevention is a good idea for those most susceptible to them. If you haven’t applied creams while the skin was being stretched, the sooner you begin afterwards, the better.