The phrase 'love urself' is an exclamation and is commonly used to express annoyance towards either oneself or another being.
If oneself or another being says or does something in what would be considered stupid, someone may say to said person 'love urself'.
It is a more formal and a less 'rude' way of saying 'fuck urself' to someone.
Shane: 'hey guys so um i bought some crocs, and i actually really like them'
Amy: 'oH YOU NEED TO LOVE URSELF'
Aimee: 'wow amaze'
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*Aimee expresses her opinion on something in a rather idiotic and uneducated manner*
Aimee: oh i need to love myself
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