Self-care has expanded beyond being just a public health issue to also becoming a matter of consumption. Wearables, wellness apps, and AI health advisors increasingly guide consumers on interpreting symptoms and deciding whether to seek medical care, often reaching those with limited access to clinicians who could confirm such advice. This track invites scholars and stakeholders to explore the concept of self-care in marketing, map the digital self-care ecosystem and its regulatory limits, and develop a framework that enhances consumer empowerment. We encourage applications from diverse methods, disciplines, countries, and career levels.