GVR Report cover Anti Stretch Mark Products Market Size, Share & Trends Report

Anti Stretch Mark Products Market Size, Share & Trends Analysis Report By Product (Creams, Body Butter, Lotions, Serum, Massage Oil), By Distribution Channel, By Region, And Segment Forecasts, 2021 - 2028

  • Report ID: GVR-4-68039-663-5
  • Number of Pages: 85
  • Format: Electronic (PDF)

Report Overview

The global anti-stretch mark products market size was valued at USD 1.20 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 5.1% from 2021 to 2028. Increasing obesity issues due to the prevalence of unhealthy lifestyles is majorly driving the market. Growing skin concerns among pregnant women to get rid of stretch marks post-delivery are also expected to fuel the market growth. The beauty and personal care industry comprising skincare, cosmetics, haircare, and personal care has been affected by the COVID-19 pandemic as there have been widespread retail and convenience store closures leading to the weakening sales of various stretch mark removal products in the global market.

U.S. anti stretch mark products market size, by product, 2018 - 2028 (USD Million)

Stretch marks are prevalent in adolescents during growth spurts of adolescence. They are also commonly found in people who suddenly gain or lose weight. According to the Trust for America’s Health report published in 2020, the U.S. adult obesity rate stands at 42.4% and has crossed the national rate for the first time and the national adult obesity rate has increased by 26% since 2008. Growing concern related to obesity is expected to favor product consumption.

Additionally, the rise in the consumption of calorie-laden fast food by a large population can cause stretch blemishes, thereby driving the demand for such products. Conventionally, anti-stretch skincare products were mostly available in the form of cream and lotion. However, nowadays, a large number of brands offer these products in various forms, including body butter, serum, and massage oil. An increasing number of consumers are adopting such products.

Massage oils are widely adopted among women across the globe and are considered to be one of the most popular products offered by renowned brands such as Weleda and Bio‐Oil. Coconut oil, almond oil, olive oil, palm oil, and tamanu oil are the most commonly used ingredients in these products, which are known for reducing the appearance of stretch mark blemishes.

According to the American Academy of Dermatology, applying hyaluronic acid and tretinoin to early stretch blemishes makes the spots less noticeable. Hence, many brands have been focusing on such specific ingredients for manufacturing and marketing products. For instance, SkinSociety, an e-commerce retailer, sells several products offered by various brands including Eucerin, Elancyl, and Lierac Paris containing hyaluronic acid explaining the underline benefits.

Japan is one of the promising countries in the Asia Pacific market in terms of consumption and is expected to expand at a CAGR of 5.4% during the forecast period. The wide availability of products by regional players is the key reason contributing to the country-level growth.

Product Insights

The creams segment held the largest revenue share of over 35.0% in 2020 and is expected to maintain its lead over the forecast period. Creams are among the prominent products that opted for stretch scars, blemishes, and spots with high product launch rates. Retinol (strengthens and resurfaces skin), hyaluronic acid (plumps lines), Centella Asiatica (stimulates cell production), and silicone are effective ingredients found in such creams.

For instance, in May 2020, Mustela launched a 2-piece Fragrance-Free Maternity Skincare Set featuring the Nursing Comfort Balm and EWG-certified Fragrance-Free Stretch Marks Cream. It hydrates skin to prevent the appearance of such dots, scars, and blemishes and is made with 97% naturally derived ingredients.

The serum segment is expected to be the fastest-growing segment over the forecast period. The use of anti-stretch mark serums has increased over the years. Naturally occurring ingredients such as plant extracts, jojoba oil, and avocado oil are gaining traction in such serums owing to the growing trend of natural skincare products. E.T. Browne Drug Co., Inc. (Palmer's) and Evereden offer anti-stretch mark serums.

Distribution Channel Insights

The hypermarket and supermarket segment held the largest revenue share of over 45.0% in 2020. Owing to the increasing demand for skincare products and rising shelf space, many of these stores have trained professionals in the skincare and beauty aisles to provide expert guidance and recommendations to the customers.

Some of the major retail giants operating in the market are Walmart Inc.; Costco Wholesale Corporation; and Target Corporation. Various beauty skincare supermarkets offer such products. For instance, Sephora offers various stretch mark removal products by various brands such as Volition Beauty, goop, Clarins, NuFACE, and BeautyBio.

Global anti stretch mark products market share, by distribution channel, 2020 (%)

The online distribution channel is expected to witness significant growth over the forecast period owing to the high mobile and internet penetration. This trend has also been witnessed in developing countries such as India and Brazil and several countries in Africa. According to a report published by The Associated Chambers of Commerce and Industry of India (ASSOCHAM), about 62% of young consumers in big Indian cities prefer purchasing skincare products online.

Moreover, shopping on online portals has been gaining traction among consumers on account of value-added services such as free home delivery, cash-on-delivery (COD), and heavy discounts. This is expected to remain a prominent growth factor over the forecast period.

Regional Insights

Asia Pacific held the largest revenue share of over 30.0% in 2020 and is expected to expand at the fastest CAGR during the forecast period. Growing product adoption, coupled with numerous international and regional brands launching products including creams, lotions, and serum in the region, is expected to fuel the regional market growth.

For instance, in October 2020, Cipla Health launched a mother care range including stretch mark cream, which helps to keep the skin moisturized, improves skin firmness, and minimizes the visibility of such blemishes on the surface.

Central and South America are expected to be the second-fastest growing regional markets over the forecast period. Increased availability on offline and online platforms is likely to bode well for the regional market growth. In addition, increasing beauty and cosmetic product consumption in countries such as Brazil and Argentina is expected to favor the regional market growth.

Key Companies & Market Share Insights

Major players in the market include a combination of established players and many startups. Manufacturers in the market are increasingly focusing on the factors such as product innovation, packaging, labeling, and marketing campaigns as they play a vital role in the overall image of the product and the company. Focus on the expansion of geographical reach by engaging in mergers and acquisitions, celebrity collaborations, and product launches are key criteria. For instance, in September 2020, The Himalaya Drug Company launched a two-step skincare routine, Himalaya Stretch Mark Oil & Cream, to help reduce the appearance of such blemishes during and post-pregnancy for mothers. Some prominent players in the global anti-stretch mark products market include:

  • L’Oréal S.A.

  • Beiersdorf AG

  • Mustela

  • The Clorox Company (Burt’s Bees)

  • Bio Oil

  • Clarins

  • Earth Mama Organics

  • The Estée Lauder Companies Inc.

  • Himalaya Global Holdings Ltd.

  • Crown Laboratories, Inc. (StriVectin)

Anti Stretch Mark Products Market Report Scope 

Report Attribute


Market size value in 2021

USD 1.25 billion

Revenue forecast in 2028

USD 1.78 billion

Growth Rate

CAGR of 5.1% from 2021 to 2028

Base year for estimation


Historical data

2016 - 2019

Forecast period

2021 - 2028

Quantitative units

Revenue in USD million/billion and CAGR from 2021 to 2028

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; MEA

Country scope

U.S.; Germany; U.K.; France; China; India; Japan, Brazil; South Africa

Key companies profiled

L’Oréal S.A.; Beiersdorf AG; The Estée Lauder Companies Inc.; Himalaya Global Holdings Ltd.; Mustela; Bio Oil; The Clorox Company (Burt’s Bees); Clarins; Earth Mama Organics; Crown Laboratories, Inc. (StriVectin)

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

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Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2028. For the purpose of this study, Grand View Research has segmented the global anti stretch mark products market report on the basis of product, distribution channel, and region:

  • Product Outlook (Revenue, USD Million, 2016 - 2028)

    • Creams

    • Body Butter

    • Lotions

    • Serum

    • Massage Oil

  • Distribution Channel Outlook (Revenue, USD Million, 2016 - 2028)

    • Hypermarket & Supermarket

    • Pharmacy & Drug Stores

    • Specialty Store

    • Online

    • Others

  • Regional Outlook (Revenue, USD Million, 2016 - 2028)

    • North America

      • U.S.

    • Europe

      • Germany

      • U.K.

      • France

    • Asia Pacific

      • China

      • India

      • Japan

    • Central & South America

      • Brazil

    • Middle East & Africa (MEA)

      • South Africa

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