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Serious Skin Fitness

Eight years ago, four moms, unable to find pregnancy skincare products that suited their style, banded together and formed Mama Mio—a brand that focuses on skin fitness from the inside out. The label addresses lots of issues that a body can experience over the course of nine months and beyond, but one in particular consistently demands attention: stretch marks. In an effort to combat the unwelcome developments, the Tummy Rub Butter ($36) was born.

Scientifically speaking, stretch marks crop up when rapid stretching halts the formation of collagen and elastin fibers, which leads to a lack of support and tears in the dermis and epidermis. Genetics (if your mother had them, chances are you will, too) and hormones play a factor, and while they are nearly impossible to eradicate completely, taking good care of stretching skin can help the cause.

Grounded in an organic shea-butter base, Tummy Rub Butter offers a blend of omega-rich organic oils—including argan (high in omega-6 and omega-9 fatty acids), avocado (packed with folic acid), coconut (high in lauric acid, which helps build skin’s natural immunity) and calming sweet almond—that helps preserve skin’s elasticity as a bump grows and aid in recovery post-baby. The not-too-thick, soothing formula absorbs quickly and has a light, pleasant scent. It’s free of parabens, phthalates and other questionable ingredients, and slathering it on twice a day (as recommended) is a nice little ritual that’s as relaxing as it is proactive.

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