It could be one or more of several things. You could have gotten a tear, or several tears. These are hard to heal in this area because they can become irritated every time we have a bowel movement. You could also have hemorrhoids. They do not always cause itching.
Even though it would be embarrassing to you, I highly recommend you see a Dr to find out what's going on. Believe me, Drs have seen and heard everything.
If you do have a tear that's not healing a Dr can take care of that. If it's hemorrhoids then the Dr can tell you that's what's going on and recommend a medication.