Self-love as inner attunement: Service to self or service through self?

Is self-love a luxury? I still find myself again and again negotiating caring for myself, nourishing myself with what I need, as if it was a reward - something I am allowed to practice once everything else is taken care of. It comes subtly: moments of feeling guilty, unworthy, selfish or ashamed still arising at times - although I know that self-love is one of the most essential prerequisites for a full, balanced, and healthy life.