Yeah i think it's hereditary too. My mum got a few faint ones and my sister didn't get any. I did use Palmers Cocoa butter religiously in my 1st preg and didn't get any stretch marks. I only apply it a couple of times a week in this preg - so far so good - but it's still early. I've heard that it has as much to do with blood circulation to the skin from the rubbing as it does with the moisture/oils from the creams.