I used to work in dermatology, and we got questions on this a lot.
First things first. The best remedy for stretch marks is prevention. This means avoiding diet situations that could lead to yoyo dieting, because a sudden weight gain almost always comes with stretch marks. This also means that it is not a good thing to lose a lot of weight quickly, because the suddenness of the weight loss could push you into a situation where you can't control your cravings anymore and gain back part of the lost weight quickly. Sudden weight loss followed by weight gain is the number one cause of stretch marks, followed by pregnancy.
Unfortunately, the whitish stretch marks only fade with surgery. However, the reddish ones, which are that colour because they are fresh, can be acted upon.
There is a plethora of products on the market, most of which don't work. Even the ones that should work end up not working because most people only target the problem area and don't realize that if they don't make their skin more supple all over, the skin will not spring back to its original spot. So, before reaching for the stretch mark product, hydrate your skin appropriately. A sign of a well hydrated skin is when you straighten your arms and the elbow skin doesn't stick out like a flap. Elbow skin is always rougher than the rest of your body, but when it sticks out of an extended arm, your body is not adequately hydrated.
Massaging the skin is good, especially with oils that penetrate the skin (I like Aveeno shower and bath oil) or, even better, with an oily lotion. But massaging on its own is not enough - you also need to work out for skin to be supple as it should be. I find that the Aveeno bath powders make skin super supple even if you use them only once a week, and I love that I don't need to contort my body to get to the hard to reach spots as I only need to soak my body. By the way, I am not in any way affiliated with Aveeno/J&J.
If you want to go the natural route instead of paying big bucks for stretch mark cream, you can use almond oil/butter and vitamin E (I like the Jamieson pure liquid vitamin E because you can incorporate it into all your skin care products, I add a drop every day to my face lotion). I don't know about coconut oil, it wasn't around when I was working in dermatology. But it does make sense to me as it contains all the right things for a healthy skin. Also, look for products containing panthenol, it really works in repairing tissue (I have no stretch marks, but I use panthenol to repair sunburnt skin with excellent results). Hand and foot creams usually contain panthenol.
Remember, skin is a living organ. It needs to breathe (wear cotton whenever you can; avoid synthetics; shed layers of clothes as much as you can), it needs sunlight (go outside often; avoid burning your skin), sweat (work out - duh!) and regular hydration (hydration should come from diet; creams and lotions are used only to keep the internal moisture from evaporating). There is no such thing as an overhydrated skin, so in case of doubt, use the lotion.