Self-help has a lot to do with being self-aware and knowing yourself and your imperfections. When you're willing to work on yourself, that's a beautiful thing. That shows how in touch you are with your feelings and how much you care about other people's feelings as well. If you care about how you present yourself, how you feel inside, how you treat other people, and how you can improve your life, you're one hell of a person! When you work on yourself, you will not only improve your own life, but others' lives around you as well.
The people that don't feel the need to have any self improvement in their lives are the people that likely need it the most. There's a whole area in the self-help section that's made especially for people like that. There's a very pompous and arrogant attitude that some people carry with them when they feel they're perfect and don't need to work on themselves. Some elderly people feel like they're too old to change and they're set in their ways. People change and evolve until the day they die. Everyone, yes, everyone can improve at any point in their lives and age doesn't mean anything in this regard.
Despite many of the obstacles that we face, to self improve should be a way of life. We should all take a moment to applaud ourselves and be proud of when we put out the effort in becoming a better person. Try to keep in mind that if you feel embarrassed to browse through the self help section, kill the thought and move on. Don't feel bad about doing something good. Browse confidently, and know that you're doing a good thing. Who cares if people judge you for that anyway. I'm sure those types of people need much more self improvement than you do.