Hi, some pregnant mummies start applying when they found out they are pregnant. I only started to apply after 3months. Reason is because first 3months, my stomach/other areas didn't really grow or stretch much. Secondly, I was also concern if too much lotion/cream is bad for baby when it absorbed into our body. However the side effect of applying late is that stretch marks might appear first...
Can start using it anytime actually. Personally, I started in my second trimester onwards as i felt that was when my bump was beginning to grow more. Better to prevent the stretchmarks early and not wait for it to appear.