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Shelly-Ann Fraser-Pryce has launched a new haircare line inspired by Jamaica aimed at empowering self-expression through natural ingredients.
Jamaican sprint legend Shelly-Ann Fraser-Pryce has launched a new haircare line named AFIMI coinciding with the beginning of the Paris Olympics.
Fraser-Pryce introduces this product range as a vibrant tribute to her Jamaican roots and a testament to her belief in self-expression through hair.
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06:47 - 29.07.2024
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The 37-year-old Olympic veteran and mother is no stranger to the spotlight not only for her extraordinary achievements on the track but also for her striking hair styles that have captured the attention of fans worldwide.
AFIMI, which Fraser-Pryce describes as "for you, no matter who you are," promises to cater to a diverse audience aiming to empower individuals through their hair the most expressive accessory one carries.
“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," Fraser-Pryce shared on Instagram during the launch on Friday.
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The product line is inspired by the lush landscape of Jamaica, a nod to the natural resources that define the region.
"I’ve designed these products with you in mind to keep your hair feeling and performing its best no matter what comes your way. This line is a vibrant tribute to Jamaica, inspired by its lush resources and welcoming essence — each ingredient naturally sourced from the earth to enhance your natural beauty. AFIMI, It’s for you, no matter who you are,” Fraser-Pryce added.
Fraser-Pryce's journey with haircare is not new as in 2013 she opened Chic Hair Ja in Kingston which dealt with virgin human hair and haircare products.
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After its closure in 2017 she rebranded her business to Lady Shelly focusing on natural ingredients and inclusivity for all hair textures.
Her latest venture AFIMI seems to be a continuation of her passion for haircare, enhanced with her experience and personal journey in hair styling throughout her sporting career.
The launch of AFIMI is timed with Fraser-Pryce's participation in her fifth Olympics where she aims to add to her impressive tally of eight medals.
Throughout her career, Fraser-Pryce has used her hair as a banner for her vibrant personality and Jamaican pride, sporting memorable looks like the stunning rainbow-dyed hairstyle at the 2019 World Championships and a striking orange wig with pink highlights at the 2023 World Championships.
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