Stretch marks are completely normal - pregnant or not - so they're nothing to be ashamed of. But it's also not anti-feminist to want to minimise the skin changes that occur during pregnancy.
There's no approach that will suit everyone and it all comes down to choice - but if you are interested in skincare targetted at the tummy to maintain suppleness, there's a sheet mask you need to know about.
Rochelle Humes' brand, My Little Coco, was aimed at young kids initially, but now the brand has gained major momentum so the star is now creating products for pregnant women, too.
And the Bump Mask is what's got everyone's attention - it's already sold out once before, but is currently back in stock.
My Little Coco Baby Mama Hydrating Bump Sheet Mask, £3.99, Boots
Like any regular sheet mask, it wraps around the skin, coating it in a layer of moisture and good-for-skin ingredients.
My Little Coco Bump Mask contains aloe vera and rosehip to cool skin and help evade stretch masks. It goes on just like any sheet mask for the face would, and it'll work its magic over 15-20 minutes (meaning you get to also stop and relax for a moment). Peel off and it reveals baby soft skin, allegedly.
The mum-of-three started to develop the product after using sheet masks designed for the face on her own pregnancy bump. On Instagram she wrote: "throughout my pregnancy and during the first lockdown I was cooking up a range for us Mama’s because, throughout our pregnancies we tend to focus on spoiling our babies and not taking care of us."
The mask is now selling every minute and it's no wonder - it's the first of its kind on the UK market.
The £5.99 mask is currently down to £3.99 on Boots, so was there ever a better time to try it?
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