Olympic Track Athlete Shelly-Ann Fraser-Pryce Sets Out To Compete In Another Field With The Launch Of A Plant-Based Haircare Line

Shelly-Ann Fraser-Pryce’s “love affair” with hair has led to her next venture.

The eight-time Olympic medalist representing Jamaica is preparing to light up the track for the 2024 Olympics.

“T his time around… I ‘ve been having a good experience with the Olympic spirit and just meeting people,” Fraser-Pryce told Jamaica Sports Nation.

The track-and-field athlete has been known for sporting electrifying hairstyles in colors like orange, pink, and green.

“I’ve always been obsessed with hair, from cutting to dyeing to having all-pink hair on my ID in college to being bald to braids, you name it. I’ve done it,” Fraser-Pryce said during an interview shared by women’s sports brand togethxr. “That’s been kind of my love affair with hair.”

As she looks to secure another medal at the 2024 Olympics, Fraser-Pryce took to Instagram to announce a new venture: Afimi, a haircare line made with “all-natural ingredients and plant-based extracts” derived from Jamaica.

“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,” Fraser-Pryce said in a statement shared on Instagram. “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.”

The product line will include a maintenance shampoo and conditioner for all hair types, scalp balm, styling creme, and glow-hydrating hair mist, among others.

“I’ve designed these products with you in mind to keep your hair feeling and performing its best no matter what comes your way,” she wrote on Instagram. “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.”