Itching is a common issue with belly piercings and can be caused by several factors:

1. Healing process: Itching during the healing process is normal and can be caused by the body’s natural healing response. As the piercing begins to heal, the skin around the piercing may become itchy as it produces new cells.
2. Allergic reaction: Itching can also be a sign of an allergic reaction to the jewelry or to products used on the piercing, such as soap or lotion.
3. Infection: If the piercing becomes infected, it can cause itching, as well as redness, swelling, and discharge.
4. Dry skin: Dry skin can cause itching and can be a common issue with belly piercings due to the location of the piercing and the exposure to clothing.

To alleviate itching, it is important to keep the piercing clean and moisturized. Avoiding harsh soaps and using a gentle, fragrance-free soap can help prevent irritation. Applying a thin layer of unscented lotion or oil to the piercing can also help to moisturize the skin and reduce itching. If the itching persists or is accompanied by other symptoms such as redness or swelling, it is important to consult a healthcare professional for a proper evaluation and treatment.