While stretch marks are largely due to genetics and the natural breakdown of collagen as your skin stretches, you can help support your skin's elasticity by keeping it deeply moisturized. Many mothers find success in applying a blend of rose oil, coconut oil, and a rich moisturizer religiously, often three times a day. Be gentle and avoid scratching itchy skin. If you develop red stretch marks, they tend to fade over time. For more intensive treatments like retinol, it is best to wait until you have finished breastfeeding and consult with a dermatologist.