Founded by Shelly-Ann Fraser-Pryce, AFIMI is a modern haircare brand rooted in intention, simplicity, and care. Named from Jamaican patois meaning “it’s mine,” AFIMI speaks to ownership, confidence, and identity, rooted in personal pride and cultural heritage.

Inspired by the essence of Jamaica, AFIMI blends thoughtfully sourced ingredients with a commitment to making healthy, manageable hair an everyday reality. Grounded in values of community, excellence, and responsibility, the brand is more than a product line. It is a reflection of Shelly-Ann’s journey, her standards, and her belief that beauty should feel authentic, accessible, and empowering.

Designed for real life and real routines, AFIMI empowers women to care for their hair with ease and confidence, without compromise.

Discover more about AFIMI and explore the full collection.