Bellybutton itches SOO bad

The inside of my bellybutton has been itching a lot. Is it because my belly is stretching and my bellybutton has been slowly becoming an outie?

It's no where near an outie yet but I can tell a difference. I use coconut oil and my stomach itself isn't itchy at all just the inside of my bellybutton (I put oil there too since the itchiness started).