Report

Global anti-stretch mark products market is projected to witness a CAGR of 6.8% during the forecast period 2024-2031, growing from USD 1.53 billion in 2023 to USD 2.59 billion in 2031.
Stretch marks develop in different situations such as Cushing syndrome since the skin of the patient becomes thin and fragile, with obesity and due to fluctuation in weight. It is further prevalent during adolescence due to quick growth as it stretches the skin, during pregnancy (striae gravidarum), with steroidal drug use as the prolonged usage of steroids often decreases collagen, reducing plasticity and firmness of the skin, and after surgery, driving the market growth.
The anti-stretch mark products are popular among pregnant women, as they tend to grow stretch marks when their skin stretches due to the growing fetus. According to a study by JMIR DERMATOLOGY, stretch marks are a common condition that affects females two-and-a-half times more frequently than males. Additionally, according to the National Health Service (NHS), about 8 out of every 10 women develop stretch marks during pregnancy.
The anti-stretch mark products are formulated with retinol, hyaluronic acid, and vitamin C which are beneficial for reducing the appearance of the stretch marks and evening the skin tone.
The ongoing product innovations by the manufacturers in the market of anti-stretch mark products are helping supplement the growth. Innovations in delivery systems such as transdermal patches, enable the controlled release of active ingredients over time, enhancing product efficacy and absorption into the skin to reduce the appearance of the stretch marks. Moreover, personalized solutions and offering multi-functionality in the product, allow consumers to customize the anti-stretch mark products as per their skin types and specific concerns, further fueling the growth of the market.
Applicability of Product in Pregnancy is Augmenting the Growth of the Market
Pregnant women use anti-stretch mark products as their body undergoes physiological changes during pregnancy. The skin stretches as the abdomen expands to accommodate the growing fetus, forming stretch marks. The product comforts them from itchiness and reduces the appearance of stretch marks. By nourishing and moisturizing the skin, the anti-stretch mark products alleviate discomfort, boosting confidence during pregnancy and empowering women to embrace their changing bodies with comfort.
Celebrity endorsements of such products help boost their applicability and sales. Brands collaborate with expecting actresses to promote their products to gain the audience's confidence and improve the product's visibility and credibility. Moreover, celebrity publicity of a product through advertisements generates buzz and curiosity among consumers, fostering trust and brand loyalty.
In September 2023, Mankind Pharma's Prega News collaborated with Actress Sonam Kapoor to promote its latest launch of six new pregnancy care products, including PregaHappy Anti-Stretch Mark Cream. The product was introduced for both the prenatal and post-pregnancy phases. It helps reduce stretch marks and itching.
Consumers' Preference for Clear Skin Supplementing the Growth
Anti-stretch mark products are crucial in promoting clear and flawless skin by addressing the visible effects of stretch marks. These products nourish and hydrate the skin to reduce the appearance of stretch marks, minimize redness, and improve the skin tone and texture.
Anti-stretch mark products are formulated with ingredients such as antioxidants, moisturizers, and collagen-boosting compounds to improve the elasticity of the skin, helping in hydration and improving the resilience of the skin. Regular application of anti-stretch mark products can help in the reduction of the appearance of stretch marks, reduce itchiness, and promote overall skin health.
Manufacturers are formulating these products with different ingredients to help consumers achieve the desired appearance of their skin.
For instance, in June 2023, Noche y Dia, a brand of Laboratorios Ximart, announced the launch of its latest toning anti-stretch mark cream. The product is enriched with ivy and elastin extracts, which improve the appearance of the skin. Moreover, it helps reduce the sagging of the skin and increases its resilience, providing it with a flawless appearance.
Product Innovation Propelling the Demand
The manufacturers are continuously innovating anti-stretch mark products to meet the evolving needs of consumers and address their emerging concerns related to the formation of stretch marks on their skin.
Innovations such as advanced formulations, by the incorporation of ingredients such as hyaluronic acid, retinol, peptides, and botanical extracts help in the improvement of skin elasticity and promote the production of collagen, reducing the appearance of stretch marks.
With increasing demand for clean beauty products, manufacturers have started introducing natural and organic anti-stretch mark products, formulated with plant-based ingredients and free from harsh chemicals, appealing to eco-conscious consumers.
In May 2023, Givaudan unveiled the launch of the active ingredient Centella CAST. The company used green fractionation to take the medicinal plant Centella Asiatica and redesign it into its latest body care formulation. Designed for use on stretch marks, the brand's new ingredient acts on the mechanisms responsible for forming stretch marks on the skin.
Manufacturers innovate the products to enhance their effectiveness during the application and help the consumers in catering to their concerns.
Anti-Stretch Mark Creams Dominating the Market
Anti-stretch mark creams are showing greater dominance in the market of anti-stretch mark products over other formulations, such as serums and massage oils, for several reasons. The anti-stretch mark creams are thicker in consistency than oils and lotions, offering better hydration and allowing better adherence to the skin. They ensure efficient absorption of active ingredients and effectively reduce the appearance of stretch marks. While serums and lotions have lighter textures, they do not stay on the skin for a longer time and get absorbed quickly, making the creams a preferred choice for consumers seeking more effective solutions.
Moreover, the creams have relatively higher concentrations of active ingredients such as antioxidants, which are crucial for addressing stretch marks and improving skin tone. Additionally, the creams are perceived by the consumers to be more luxurious than the lotions, enhancing the consumers' overall experience.
In March 2024, Cannalle announced the launch of the fortifying body cream. The product reduces the appearance of stretch marks. It further protects, nourishes, and rejuvenates the skin. Being infused with coconut and borago oil, the product also provides anti-inflammatory benefits to consumers.
Future Market Scenario (2024-2031F)
- Consumer preferences for organic and natural skincare products will propel the market's demand. In coming times, manufacturers will increasingly focus on formulating anti-stretch products with clean and sustainable ingredients and introducing environmentally friendly packaging to reduce plastic usage and address the rising environmental concerns to meet consumers' growing demand for cruelty-free, skin-friendly, and eco-friendly alternatives.
- The trend towards personalized and multi-functional anti-stretch mark solutions will rise, with manufacturers offering tailored solutions to individual customers' skin types, preferences, and concerns. The advancements in formulations and integration of AI into the skincare industry will enable brands to provide personalized recommendations, leading to consumer engagement and loyalty.
Key Players Landscape and Outlook
Key players in the market are helping the growth by focusing on continuous product innovation, retail expansions, and strategic marketing. The manufacturers are actively expanding their product portfolio, expanding their customer base, and catering to their evolving needs.
The key players are mostly focusing on the consumer segment of pregnant women, bringing in new products and formulations for them. By investing in research and development and technology, they aim to improve product efficacy, safety, and appeal, ultimately maintaining their relevance in the market and driving growth.
For instance, in January 2021, Dermaclara, LLC announced the launch of the enhanced silicone fusion stretch mark patch kit for new and expectant mothers. The kit includes two enhanced silicone fusion patches and the proprietary patch prep formula. The product helps stimulate collagen regulation and reduce stretch marks during and after pregnancy. With improvements made in size, viscosity, reusability, and breathability, the new patches have an overall increased effectiveness of 40 percent from their original design.