Same thing happened to me and my MIL suggested Lanoline and that seemed to ease the itchy feeling. Skin is growing and things are in production for your little one. It will eventually back off and come back and go through that process through out your pregnancy. As a rule I started using Vasoline Intensive Care on my bumps (belly, boobs and bump) and them after that I used baby oil to keep everything as soft and forgiving as possible and so far that has worked as I don't even have one stretch mark.