I really liked basic Dove deep hydration, the smell is addictive for me but dont know how well it is doing on my stretch marks cos I already have so many from last time! Skin is silky smooth though at least ;)
I use Mother's balm from Neal's Yard, its pricey at £20 for a pot but its lasted me ages! I am 39 weeks pregnant atm and have no stretch marks at all but midwife told me its mostly genetic,my mum and sister also don't have any so it may just be down to that.
You can buy raw cocoa butter (it comes in solid lumps) very cheaply. Melt it down with some coconut oil and something like jojoba (about evens on the ingredients) and ta da! You have actual cocoa butter body butter (you can up the proportion of cocoa butter if you like - the main problem is that it is too solid to use completely raw).
It is a very affordable and effective solution. (first person in my family not to have a single stretch mark from pregnancy
The only downside is that you have to give it a couple of minutes to soak it.
I used "dermamum" on the recommendation from a friend. used It religiously Day and night and two babies later have no stretch marks. I put it down to the cream and genetics! It is great, inexpensive and no sweet smell at all.