Because it is infected. Either you didn't keep it clean or you used cheap metal jewelry in the pierced hole. You need to clean it thoroughly with hydrogen peroxide or alcohol. Then, if you still want to keep the hole, you need to put new jewelry in the hole, but it MUST be either 10K gold minimum or surgical steel. Keep the hole moist with vaseline or antibiotic ointment. AND KEEP IT CLEAN or you'll be reinfected.
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