I think its genetic, I was smearing globs of cocoa butter on my tummy when I was pregnant with my first and I still got them. I did the same with my #2 (13 yrs later) and I still got more.
I can't say it had to do with weight gain because with #1, I only gained 25 lbs. With my #2 I gained 60 lbs. either way I got them. With the ones that followed I didn't do anything and I didn't get anymore.....probably because the others stretched the skin so much that it didn't need anymore stretching. LOL
My mom has always been thin and she has them, so if your mom and grandma have them then there isn't really anything you can do. A cheaper way would be to put olive oil on your tummy at night.
**mine haven't faded at all, though they were purplish at first and are not skin tone. Its scar tissue, the only way I can see getting rid of mine (not everyones case) is to have a tummy tuck.

Since I wouldn't spend the money on that I will have to wear them proud.
