Already well-known for her dramatic tresses, Olympian Shelly-Ann Fraser-Pryce has re-entered the haircare market with a new line, Afimi.

Tuesday Style Dryer (TSD) makes room for the line in our hair drawer and shares it with you!

Fraser-Pryce made the announcement on Friday, July 26 — the day of the 2024 Paris Olympics opening ceremony — via Instagram with a 10-second autonomous sensory meridian response (ASMR) video showing clips of her training routine on the track, as well showcasing various hairstyles, whilst lounging.

Afimi features a hair serum, hair mist, shampoo, two conditioners, leave-in conditioner, scalp balm, and a styling créme. The line of products is made with “naturally sourced” ingredients, with apricot and rosemary in the hair serum. TSD couldn’t be more intrigued!

In the caption of the teaser video, Fraser-Pryce shares: “My hair has helped me set the tone for many fearless victories.” TSD haircare besties should be excited to learn that the Afimi formulations were created to ensure that hair is performing at its best, like Fraser-Pryce during her track events.

The iconic “Pocket Rocket” indicates on
Instagram that Afimi 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”.

Previously, the hair entrepreneur released Chic Hair Ja, which features hair extensions, and a haircare line, Lady Shelly, under the brand Lady Shelly Beauty.

The official launch for Afimi is expected this fall.