Is there any product or anything you can do to stop a beard itching so much?

anyway, im 27yo and my face had finally decided that it would be cool to grow sharp pointy hairs all over it.

i have had some beard on my chin for a few years now, but only recently is it starting to really grow all over, and the itching can really annoy me at times. anything i can do to soften it or something? thx.