When mine first started, they were colorless. As my belly grew, so did they and they eventually turned pink, but that's as dark as they've gotten. They don't itch either. Now that LO has dropped, I've noticed I'm getting some down towards my lady bits (before they stopped slightly above my pants line). I never thought I'd say this, but I love my stretch marks! I knew I was going to get them because my mother had them with me. I found this on Pinterest a few months ago.. :) love it!! So true!