Natural beauty store Lush is often hailed for its cult 'miracle' products.
First it was the lavender scented Twilight body spray, which was praised for its relaxing powers, then the Sleepy body lotion, which insomniacs swear sent them straight to sleep.
But the latest item to cause a stir is its Therapy massage bar, which is being recommended by pregnant women in their masses for its ability to keep stretch marks at bay.
The bar, which is made of just ten natural ingredients including cocoa butter and lavender oil, is designed to melt as it touches the skin.
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It promises to "leave skin soft" and "relax the mind" - and many users of the product definitely agree.
"Calling all mums and mums to be this therapy bar is amazing. It's perfect for unwinding after a busy day so relaxing to use smells gorgeous and it's brilliant on stretch marks!," one wrote.
"I've just used up my first bar and I can't wait to buy another. It's made my stretch marks so much lighter and any loose skin around my tummy area is firming up also".
Meanwhile, another agreed: "I went into Lush and asked the assistant to help me find a product for my stretch marks. They are all new and I am 7 months pregnant.
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"The stretch marks were a horrid purple and red colour, after using this beautiful product for 1 week they have faded to a light pink. I have ordered more off of the website because I am just so amazed at the results."
"You could argue that it is all about genetics BUT I smothered this all over myself daily whilst I was pregnant and I HAVE NO STRECH MARKS," a third excitedly raved.
Similar reviews also claimed the bar helped heal scarring and eczema on the skin.
While the reviews certainly sound impressive, Debbie Thomas, a skincare specialist and the founder of the D.Thomas Clinic, warned it couldn't be relied on as a miracle cure.
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"If the scars are flat but red marks they may heal quicker with hydration and massage [but] long term real reduction and prevention of true scaring is not likely," she said.
"The hydrating effects will instantly make the upper layers of the skin look plumper, softening the appearance of very superficial scars, but if you stop using they may reappear."
She added: "To help reduce risk of stretch marks keeping skin Hydrated is recommended, hence why bio-oil had its day. However, in reality stretch marks are very deep tears in the skin and topical oils will only help close to the surface".
Of course, there's absolutely no need to hide your stretch marks - who doesn't have them after all?
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But if this product helps to boost women's confidence then we're all for it!
Featured Image Credit: LushTopics: Hair and Beauty, Pregnancy, Life News