Therapeutic advances in pruritus as a model of personalized medicine.

Pruritus or itch is a sensation that evolved to protect humans and other vertebrates against environmental irritants, parasitic infestations and disease-borne insects. However, in the setting of chronic skin inflammation and other medical conditions, pruritus can become pathologic and chronic in nature; indeed, chronic pruritus is defined as itch that persists for greater than 6 weeks and significantly impairs the quality of life of patients. It also poses a major therapeutic challenge. However, recent advances in itch biology have led to the development of novel therapies. This review highlights how new innovations in anti-pruritic medications are revolutionizing the treatment of chronic pruritus and leading to new paradigms of personalized medicine.