Itchy cha-cha

Anyone experiencing an itchy va-jayjay? Since week 7 I have had such itchy lady parts! I am at week 20 and they have not subsided. It literally wakes me up at night it gets so itchy. It's not a yeast infection, thankfully. But on the outside, edge of my left "lip" there is a constant itch. I've tried lotions and moisturizers with no luck. Wtf is going on?!