‘New York, are you ready?!: Shelly-Ann Fraser-Pryce to launch AFIMI Hair Care Line in New York in February
“New York, are you ready?! AFIMI is bringing the essence of Jamaica to NYC 🇯🇲✨!. This is the screaming message on the Facebook page of three-time Olympic gold medalist and six-time world champion Shelly-Ann Fraser-Pryce who is set to unveil her new hair care line, AFIMI: The Essence of Jamaica, during a launch weekend in New York on February 1-2
‘Join us for an exclusive AFIMI Pop-Up @shopify NY at 131 Greene St. in Soho from Feb 1st – Feb 2nd and experience Shelly-Ann’s vision for redefining hair care. Discover the AFIMI 8-step system, crafted with premium natural ingredients to nourish and care for all hair types.
‘2025 is all about getting our hair back on track, and AFIMI—meaning ‘It’s Mine’ in Jamaican Patois—is a love letter to beauty, strength, and heritage,’ the 38 year old further wrote.
The AFIMI hair care line, according to SportsmaxTv, ‘celebrates Fraser-Pryce’s Jamaican roots, offering products designed for various hair types using all-natural botanicals sourced from the Caribbean.
‘The name ‘AFIMI,’ inspired by Jamaican culture, reflects individuality, confidence, and resilience—qualities Fraser-Pryce embodies both on and off the track,’ wrote the Sports website.
‘AFIMI is deeply personal. It represents my roots, my identity, and the resilience that defines me. I am proud to share this piece of Jamaica with the world, helping others feel confident and connected to their own beauty story,’ Fraser-Pryce shared.
The iconic Jamaican is not forgetting Jamaica in her plans.
‘Jamaica don’t worry, this is just the first stop in our press tour leading to the grand opening in Jamaica! Can’t wait for you to see what we have in store,’ she wrote on Facebook.
