I have itchy red rough skin underneath my lip and it is painful! some bumps are forming under my skin what should i do? red, rough, itchy

Licking lips?: Without seeing you it is impossible to be exact, but: if this is irritation form habitual licking or moistening your skin, try a lotion/cream moisturizer or chapstick. You may wish to consider consultation at a medical spa or dermatologist's office if this persists or worsens. Sounds like eczema, irritation, and inflammation, aggravated by winter "dry" conditions or beard folliculitis.