Although some consider pregnancy-induced stretch marks badges of honor, most would rather do without them. Some claim that nothing will stop stretch marks from forming, while others swear by certain preventative measures. Genetics play a large role in determining the extent to which a women will get stretch marks...but, there are a few techniques that will lessen (or possibly prevent altogether) these dreaded skin striations.

Moisturize from the outside. Keeping your skin moist and resilient can allow it to stretch without damage. As long as you're slathering your stomach with lotion twice a day, make it a product that can also heal and improve the appearance of damaged skin.

Revitol: Stretch mark prevention cream by Revitol is a pricey way to go, but many unlined mothers swear by it. Designed to be used before, during and/or after pregnancy, Revitol claims even to reduce existing stretch marks by strengthening and stimulating the production of collegen and elastin within the lower epidermis.
$$$: Revitol Stretch Mark Prevention Cream

Omega-Rich Oils: Oils containing high levels of Omega 3 and 6 fatty acids may help prevent stretch marks by repairing the damage as it occurs. Omega-rich oils (such as emu oil) penetrate through layers of skin and stimulate new skin cell growth.
$$$: Stretch Renew Stretch Mark Cream

Shea Butter: Used in Africa for centuries, shea butter products are a great way to go both during your pregnancy to prepare the skin for stretching, and after delivery to lessen the appearance of any stretch marks that may have festooned your stomach or breasts. Rather than buying pure shea butter (which can be difficult to spread), try a shea-based lotion.
$$$: L'Occitane Ultra Rich Body Cream
$: Palmers Shea Butter Formula

Cocoa Butter: Women have sworn by cocoa butter as a stretch mark preventative for generations. A more economical solution than shea butter, the healing principles are essentially the same. And, like shea butter, pure cocoa butter is difficult to rub into skin; opt for cocoa-butter lotions and emultions instead.
$$: Palmers Tummy Butter
$: Cococare Cocoa Butter Super Rich Lotion

Moisturize from the inside. Drinking plenty of water throughout your pregnancy is a medical necessity. But, after getting up 4 times a night to go to the bathroom, sometimes women stop drinking as much as they should. If the health benefits of water for you and your baby aren't enough to keep you sleepwalking into the dark bathroom at night, let vanity light the way. Keeping your skin well-hydrated from the inside can keep those stretch marks at bay.

Minimize the stretch. There are dozens of vital reasons to gain a healthy (rather than huge) amount of weight during pregnancy. Add to that list the superficial incentive of beautiful skin after delivery. The less superfluous weight you gain, the less your skin will stretch. Remember: your baby needs you to gain some pregnancy weight to keep her healthy and strong. For more information on safe pregnancy weight gain, visit the MayoClinic.com.