Jamaican sprint legend Shelly-Ann Fraser-Pryce is making a significant move in her career as she expands her network and begins to prepare for life beyond track. The 10-time world champion is venturing into the beauty industry, with a focus on haircare. She will be promoting her new haircare line, AFIMI, in the United States starting in February 2025. This marks a major step in her transition from athletics to entrepreneurship, as she looks to build a lasting legacy beyond the track.
Fraser-Pryce launched AFIMI in July 2024, during the same time the Paris Olympics was underway. The haircare line is a testament to her passion for beauty products and self-expression through hair. The name “AFIMI” is derived from Jamaican Patois, meaning “It’s Mine,” and it reflects Fraser-Pryce’s belief in personal empowerment and embracing one’s natural beauty. The line features a premium 8-step system designed to nourish and care for all hair types, using natural ingredients inspired by the rich resources of Jamaica.
The first stop on Fraser-Pryce’s promotional tour will be in New York City, where she will host an exclusive pop-up event at Shopify NYC from February 1st to 2nd, 2025. This event will offer customers a chance to experience the AFIMI brand and its unique offerings. Fraser-Pryce’s goal is to familiarize American customers with the product line before its official launch in Jamaica, which will take place at a later, yet-to-be-announced date.
The pop-up event in New York is an exciting opportunity for fans and beauty enthusiasts to interact with the brand and learn more about its mission. Fraser-Pryce is eager to introduce AFIMI to the world, and the event will give attendees a firsthand look at the products, as well as an opportunity to connect with the vision behind the brand. The 8-step system, which includes a variety of haircare products, is designed to promote healthy hair and is crafted with ingredients sourced from nature, reflecting the lush landscape of Jamaica.
AFIMI is more than just a haircare line; it’s a reflection of Fraser-Pryce’s heritage and her commitment to promoting self-love and confidence. Each product is formulated to cater to diverse hair needs, ensuring that everyone, regardless of hair type, can experience the benefits of natural, high-quality ingredients. The line is a celebration of Jamaican culture, with every detail, from the product names to the packaging, paying homage to the island’s natural beauty and vibrant spirit.
Fraser-Pryce has always been a trailblazer in the world of athletics, and now she is bringing that same determination and vision to the beauty industry. She sees this venture as a way to share her love for her Jamaican roots while helping others feel confident and empowered. “This line is a vibrant tribute to Jamaica, inspired by its lush resources and welcoming essence,” she said during the initial unveiling of the brand. “Each ingredient is naturally sourced from the earth to enhance your natural beauty. AFIMI, it’s for you, no matter who you are.”
The decision to move into the beauty industry was driven by Fraser-Pryce’s desire to build something meaningful beyond her athletic career. As she approaches the latter stages of her track and field journey, she is focused on creating a lasting impact in a new field. The launch of AFIMI is just the beginning of her journey as an entrepreneur, and she is excited about the possibilities that lie ahead.
For Fraser-Pryce, this new venture represents a continuation of her commitment to excellence. Whether on the track or in business, she has always strived to be the best, and her approach to AFIMI reflects that same drive. She hopes to inspire others to embrace their unique beauty and take pride in their heritage, just as she has done throughout her illustrious career.
The launch of AFIMI is an exciting chapter in Shelly-Ann Fraser-Pryce’s life, and her dedication to her craft, both in athletics and business, promises to make a lasting impact. As she continues to build her brand, she remains focused on her mission to empower individuals through beauty, strength, and heritage. The future looks bright for the Jamaican sprint legend as she takes on this new challenge and prepares for the next phase of her career.
