itchy pubic area 37 weeks pregnant

so my pubic area like where the hair grows above has been incredibly itchy for a while now. it doesn't seem to be red I see no rash I do have stretch marks coming in there but I've been keeping the area oiled and moisturised with oils and creams I've used for a long time so I don't think it's them... anyone else had this and know what could help? I can't deal with the itchiness anymore I just want to sleep again...