Shelly-Ann Fraser-Pryce to Launch AFIMI Hair Care Line in New York Next Month

by Gee NY

Shelly-Ann Fraser-Pryce, the legendary Jamaican sprinter and three-time Olympic gold medalist, is set to make an entry into the beauty industry with the launch of her new hair care line, AFIMI: The Essence of Jamaica.

The much-anticipated launch will take place in New York from Feb. 1 to 2, 2025, marking a significant milestone in Fraser-Pryce’s post-athletic career as she transitions from track legend to visionary entrepreneur.

Known for her fearlessness and resilience on the track, Fraser-Pryce is channeling those same qualities into her new venture. The AFIMI hair care line is deeply rooted in her Jamaican heritage and inspired by the lush natural resources of the island. Offering a range of products designed for diverse hair types, AFIMI utilizes all-natural botanicals sourced from the Caribbean to enhance and nurture natural beauty.

In a heartfelt statement shared on Instagram, Fraser-Pryce explained the personal significance of the brand: “Hair is your most powerful form of self-expression and has been an exciting way to reinvent myself every time I step on the track. From the main stage to the finish line, my hair has helped me set the tone for many fearless victories. That’s why it’s so important that it gets the care it needs.”

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The name AFIMI, inspired by Jamaican culture, reflects individuality, confidence, and resilience—qualities that Fraser-Pryce embodies both in her athletic career and personal life.

“AFIMI is deeply personal. It represents my roots, my identity, and the resilience that defines me,” Fraser-Pryce shared, adding, “I am proud to share this piece of Jamaica with the world, helping others feel confident and connected to their own beauty story.”

The launch weekend in New York will feature a series of exciting events, including the Genesis Lab, Kingston Café presented by Grace, a Fireside Chat, and the Champion Gallery presented by Nike.

These experiences are designed to celebrate Fraser-Pryce’s journey from world-class athlete to dedicated mother and entrepreneur, all while highlighting the cultural richness of Jamaica and the values that have guided her life and career.

Despite her retirement from competitive athletics looming on the horizon, Fraser-Pryce continues to inspire through her entrepreneurial endeavors. Her commitment to natural beauty and confidence shines through in the AFIMI brand, which offers products that are as effective as they are easy to use.

As she steps into this exciting new chapter, Fraser-Pryce remains focused on building a lasting legacy beyond the track. The launch of AFIMI marks a new phase in her journey, one that celebrates her heritage, her passions, and her unyielding determination to empower others.

Fans and supporters are encouraged to join Fraser-Pryce in New York to experience the launch celebrations and witness the unveiling of AFIMI, a true reflection of Jamaican excellence and natural beauty.

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