I've been using this since my teenage years. Its reduced the appearance of my stretch marks over the years. This product is effective and I think, affordable, because it lasts long. I used this during my pregnancy, on my belly and its almost 2 years of use, I can see my belly stretch marks are lighter! The longer you use it, the better the results. I always add a few drops to my body lotion (something Bio-oil should think about creating too) and its reduced the appearance of scars as well.