Interview with Séverine Ascencio-Joséphine, 
Founder of Herboristerie Créole

Have you always been drawn to the world of well-being and plants?

Yes, always! I trained as a chemical engineer specializing in industrial cosmetology, which led me to explore cosmetic innovation throughout my studies and early professional experience. But my roots go back to my childhood, in my grandmother's Creole garden, where I discovered plants, their smells, flavors and properties.

Studying abroad, in Belgium, France and the United States, made me aware of the importance of these traditions. With my friends, we had difficulty adapting to the cold and new habits. We would ask our mothers to send us medicinal plants to heal us naturally. This connection with plants has always stayed with me.

How did the idea for your company come about?

After several experiences in the cosmetics industry, I came up against a glass ceiling: either stay with a salary that didn't reflect my work, or go elsewhere. At the same time, my friends kept asking me to send them medicinal plants from Martinique. That's how the idea came about.

So we started looking for farmland spared from chlordecone, which took a year and a half. In the meantime, we started growing in my grandmother's Creole garden. Once we'd found our plot, we expanded our business by offering local plants in organic stores. Despite initial skepticism, we've found that many people prefer to buy prepared plants, avoiding the constraints of harvesting in their own gardens.

Since 2015, our herb shop has been thriving. We don't just sell medicinal plants, but a history, that of the ancestral medicinal traditions of the West Indies. This knowledge, neglected in the 2000s, is now enjoying a revival in the face of pharmaceutical scandals. We want to show that in Martinique, there's much more than just beaches: there's a rich botanical heritage, a cultural heritage and know-how that deserves to be passed on.

You seem attached to Martinique's history and traditions. Why is this important to you?

It's a women's story. Medicinal plants used to be used by women, but they were banned from the pharmacopoeia because, at the time, these women were seen as poisoners. We're trying to revive this tradition by respecting organic certification to preserve the health of our customers and the planet.

We've transformed a simple plot of land into a living, diverse Creole garden, with plants, flowers, fruit, and vegetables. Today, we have several plots that allow us to give the plants time to grow. This quality work is validated by scientific analyses that confirm their high levels of active ingredients.

What makes Martinique such a rejuvenating place?

It's my roots. A Creole garden is a place where you can feel nature vibrating, where it envelops you. This overflowing luxuriance, very different from orderly gardens, represents the essence of Martinique.

If you had to associate Martinique with well-being, what would you say?

I think of a Creole garden, the serenity of rivers. Preparing and drinking herbal tea is a moment of exchange and calm, a veritable Madeleine de Proust. I hope to share this ritual with people outside Martinique so that they too can discover these benefits.

Do you have a favorite place to recharge your batteries?

Two places come to mind: the Caravelle nature reserve, with its colors and seabirds, and my own garden, where I take the time to dip my feet in the river and observe nature.

A signature plant to highlight?

Atoumo! This plant from Asia has become a symbol of the West Indies. Consumed for its virtues against flu and disease, it represents crossbreeding and longevity. Its large size, magnificent flowers and beneficial properties make it a plant dear to my heart.