Iconic sprinter Shelly-Ann Fraser-Pryce has been a force on the track, dazzling the world with her lightning speed, electrifying presence and ever-changing vibrant hair>eight-time Olympic medalist has made her hair an extension of her personality — fearless, dynamic and authentically Jamaican.
Affectionately known as the “Pocket Rocket,” Fraser-Pryce, one of the greatest sprinters of all time, has always moved with purpose. Now, she’s bringing that same energy from the starting block to the beauty industry with AFIMI: The Essence of Jamaica, a plant-based haircare line celebrating heritage, self-care and cultural pride. Just as she dominated the track with intention, she’s now setting a new standard in beauty—one rooted in authenticity and empowerment.
Photo Courtesy: AFIMI
“My journey as an athlete has always been about discipline, excellence and self-belief — values that translate seamlessly into entrepreneurship,” Fraser-Pryce says. “AFIMI was born out of my own hair journey and love for self-care. After years of intense training, I needed products that could keep my hair healthy, and I wanted to create something that empowers others to do the same.”
A Name That Speaks Volumes & Rooted in Representation
At the heart of AFIMI — which means “It’s mine” in Jamaican Patois — is a commitment to authenticity, heritage and high performance. More than just a haircare line, AFIMI is an extension of Fraser-Pryce’s identity, crafted with intentionality at every step. From the name to the ingredients to ensuring the products are made, tested and produced in Jamaica, the brand is deeply rooted in the culture that shaped her.
“AFIMI is about confidence, ownership and embracing your roots,” Fraser-Pryce tells ESSENCE. “Growing up, I didn’t always see women who looked like me in beauty campaigns. That’s why representation is so important. I want every woman to feel seen, valued and catered to — whether your hair is curly, coily, or straight, you deserve products designed with you in mind.”
AFIMI officially launched in February with a dynamic weekend in New York City, featuring a meet-and-greet at VP Records and a pop-up at Shopify NY. The event offered an immersive salon experience, live hair demonstrations and a museum- decoding=”async” src=”https://www.essence.com/wp-content/uploads/2025/03/AFIMI-Launch-3.jpg” alt=”Shelly-Ann Fraser-Pryce Brings Her Champion Mindset To Beauty With AFIMI, A New Haircare Line Rooted In Culture And Confidence” width=”400″ height=”264″ />Photo CourtesyAFIMI
“I wanted products that truly worked — clean, science-backed and results-driven,” she says. “I don’t believe in shortcuts, whether in training or business. I surrounded myself with experts, tested everything rigorously and made sure every product met the highest standards. Resilience means adapting but staying committed to the long game. Just like on the track, success in business is about discipline, consistency and never giving up.”
Beyond Beauty — A Lasting Impact
Fraser-Pryce is stepping boldly into life beyond sports, proving that reinvention is just another race worth running. AFIMI is her way of honoring her past while paving a newrel=”tag”>#Beauty Caribbean haircare shelly-ann fraser-pryce
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