Itchiness around your pubic hair area is usually caused by an allergic (skin) reaction to something you have come in contact with such as clothing, certain soaps, lotions or deodorant sprays, or shaving. If you have had sexual contact with someone who has pubic lice or just had contact with sheets, towels or clothes of an infected person, you could have pubic lice. Your symptoms can be treated! Make an appointment with your health care provider so that you get the right treatment.