After applying the water milk feeling face itchy may be due to skin dehydration, allergy or skin discomfort and other reasons. 1. Skin dehydration: if the patient’s skin is too dry and dehydrated, the skin may be relatively small tissues will appear dry and cracked phenomenon, in the water milk stimulation, there may be itching and tingling sensation. 2. Allergy: If the water milk used by the patient contains sensitizing substances, it may lead to allergic reactions after using the water milk, thus causing itching on the face. 3. Skin non-adaptation: If you have been using a certain brand or series of skin care products for a long time, and then suddenly change to another one, the skin has not built up tolerance, and it is difficult to adapt to it, and an itchy feeling may occur. Appeared to apply the water milk feel face itchy situation may also be other reasons, should not apply the water milk, to see if the situation has not improved, if the symptoms continue and have not seen improvement, should be timely to the hospital for treatment.