It's not about 'just taking care of yourself' and it's definitely not about being selfish, selfcare is stepping away from your mind and your spirit and asking "what does this body need?".

Selfcare is self aware. It's "how can I serve this body?". What sensations are arising here? What is the message they offer? 

It's one thing to get a massage, but it's another thing to consciously learn to relax the muscles and to receive healing. It is common to workout, but only professional athletes seem to spend time visualizing their results. 

Selfcare is the type of care you give yourself when you're in the flow. When you "feel good" you unlock way more of your potential. You assume your ideal posture, your words have more power, and it manifests. You take the time to relax, heal, and listen to your body.