‘Still on a high’ - Shelly-Ann Fraser-Pryce beams after triumphant entry into American beauty market

Jamaican sprint legend Shelly-Ann Fraser-Pryce is still celebrating the successful launch of her haircare line in the United States.

Fraser-Pryce was in New York last week to promote her new haircare line AFIMI, which was initially launched in Jamaica, in July 2024.

AFIMI offers an all-natural plant-based line of hair products, including conditioner, shampoo, hair serum, styling cream, and scalp balm, going in line with the sprinter’s love for hair.

Fraser-Pryce marketed the product in New York, taking it to a city where other famous such products have been launched, such as pop star Rihanna’s Fenty Beauty.

The 38-year-old has described AFIMI as a vibrant tribute to her Jamaican roots and a testament to her belief in self-expression through hair and after returning home to Jamaica, she is still in awe at how well everything went in the US.

“Still on a high from our @afimi launch in NYC,” Fraser-Pryce posted on Instagram on Saturday over her launch in the US city that also saw her meet and interact with the Caribbean community residing in America.

Fraser-Pryce, a 10-time world champion, remains one of the most successful female sprinters as she also has four Olympics titles, and she has been investing wisely now that she is getting into the twilight years of her career.

The mother of one has been guarded over her athletics future since pulling out of her 100m semi-final at the Paris Olympics for reasons she is yet to disclose to date.

Fraser-Pryce has, however, found solace in her businesses and charity, with AFIMI set for its grand opening in Jamaica on a yet to be known date.