Decorated 10-time world champion, Shelly-Ann Fraser-Pryce has revealed her new haircare line, Afimi.

Fraser-Pryce, who revealed the big news on Instagram on Friday (July 26), described the brand as the essence of Jamaica and embraced self-expression and healthy hair.

“I’ve designed these products with you in mind to keep your hair feeling and performing it’s best no matter what comes your way,” she said in a captioned video of herself on a beach in Jamaican flag colours, Afimi products, and clips of her on the track.

Afimi promises transparency and naturally sourced ingredients, setting the standards as a leading Jamaican beauty brand.

This wouldn’t be Shelly-Anne’s first venture into the hair care scene. In 2017, she opened her salon, Lady Shelly Beauty, with an accompanying hair line, ‘Lady Shelly’ with 6 sulfate-free products all made in Jamaica for all hair types.

The brand’s origin dates to 2013, when it was previously known as ‘Chic Hair Ja’ that sold virgin human hair and hair care products until she rebranded the products to Lady Shelly.

Known for her vibrant coloured wigs on the track, she uses her hair to express her identity and Jamaican pride when competing. She won her 5th 100m world title in 2022 while sporting a blonde wig with green and yellow highlights, paying homage to the Jamaican flag.

She also famously wore a yellow-to-orange ombre wig while taking home the silver medal in the women’s 100m race during the 2021 Tokyo Olympic Games.