The 57^th AESGP Annual Meeting – the annual gathering of the self-care sector in Europe – was held on 26 and 27 May 2021 for the first time in a virtual format, taking into consideration the state of the COVID-19 pandemic and its related health measures. Despite the challenges posed by a fully digital event, the conference successfully brought together industry, regulators, policy-makers and other stakeholders in compelling discussions. Under the title ‘Self-care in times of pandemic and beyond’, the conference looked at the impact of COVID-19 on the self-care industry and lessons for the (new) post-COVID-19 reality. It explored how lockdowns have sped up the uptake of technology and changed our health and wellbeing choices, offering new opportunities for the self-care industry and citizens.