The best definition of self-care I've heard goes something like "creating a life that you don't need to escape from."
So yes. Buy yourself flowers. Book a spa day if you can. Sink deeply into the bath tub (you'll find me there most nights during the winter) and light all of the candles. Eat the chocolate. Jump on the bandwagon for Treat Yourself Tuesday.
And also - be courageous enough to look at the things that you might be trying to escape from.
Go for a walk in the woods, alone with your thoughts - free of podcasts and music and photo sessions for Instagram.
Bust out your journal (any old notebook will do) and a favorite pen.
Write down whatever comes up.
Hire a coach (I know some people).
Find a good therapist (it can be hard but they exist).
Have the tough conversation with your co-founder or mom or sister or friend.
Dare to take a good, hard look at the big stuff, the messy stuff, the things that it can feel easier to try to escape from.
This - doing the hard work, having the tough conversation, looking deep within, and being willing to face what we uncover - is perhaps the most loving and impactful act of self care that we can do.