Interview with Véronicka Cormouls-Houles,
Founder of Parfums des Îles

Can you tell us about the history of Parfums des Îles?

Parfums des Îles is a family business founded 25 years ago. I took over management in 2010, following my brother's departure. Since then, I've developed the company in several areas: product development, marketing, logistics and internal organization.

We've grown from a team of two to a team of 25, with integrated departments covering research and development, production, logistics, marketing communications, sales and events. We have three boutiques: two in Martinique (in Sainte-Luce and La Pointe du Bout at Village Créole) and one in Guadeloupe, as well as a website.

Our 400 m² head office, located in Sainte-Luce, houses a laboratory, offices and a boutique. Our specialty is exotic tropical perfumery, but we also offer complementary products such as soaps, balms, body oils and our famous chantillys. We integrate local plants into our formulations, in compliance with health standards.

What innovations have you brought to tropical perfumery?

We work with an alcohol distilled from Martinique sugar cane, in partnership with a local distillery. This choice is in line with our approach to promoting local resources, particularly for our iconic Madinina fragrance.

We have also developed interactive experiences for our customers:

• The Fragrance Bar: a space where customers can choose their bottle (30, 50 or 100 ml) and combine up to three fragrances.
• Customized Workshops: a 1h30 to 2h session with an expert to create a unique perfume to the milliliter, in the image of the great houses of Grasse.

What's your connection with Martinique and how does it inspire your creations?

Martinique is at the heart of our identity. My family has been based in Sainte-Luce for generations, and my personal journey has always taken me back to this island. Our products are inspired by the local cosmetopoeia and its exotic flora. We specialize in tropical and fruity scents, which differ from the more classic fragrances encountered in metropolitan France.

We highlight local plants for their traditional virtues and benefits in our products. For example:

• Cassia Alata: Historically used to soothe skin irritations, this plant was used in baths for children, providing them with softness and protection. We make Cassia Alata macerates that we incorporate into our soaps and oils to extend these benefits in a modern, cosmetic way.
• Atoumo: Known for its medicinal virtues as an herbal tea, it is included in our cosmetic formulations thanks to an exclusive partnership with a local organic producer, who guarantees us rigorous traceability. This allows us to integrate this plant into high quality products, while respecting traditions.
• Indian Wood: This typically Martinican resource is transformed into oils and soaps to exploit its beneficial properties while enhancing its local origin.

This work requires close collaboration with producers who respect strict standards, ensuring a perfect harmony between tradition and innovation.

Which scents best represent Martinique?

Three scents perfectly embody the island and its tropical authenticity:

• Porcelain rose: This majestic flower is an icon of Martinique. It inspired a fragrance that remains one of our bestsellers, capturing the elegance and freshness of the island.
• Hibiscus: Used for its beneficial virtues and unique floral scent, it is incorporated into our oils and body care products, inspired by local and family traditions.
• Goyave: A sweet, fruity fragrance that evokes the island's markets and the richness of its tropical flora.

In addition to these flagship scents, our formulations make the most of other local plants for wellness purposes, such as Cassia Alata, Atoumo or Bois d'Inde. These plants enable us to create products that reflect the very essence of Martinique.

We combine these scents with vibrant, exotic visual marketing, which stands out from the traditional minimalist codes encountered elsewhere. This positioning reinforces the appeal and authenticity of our creations, particularly at international events, where our products catch the eye with their singularity and unique scents.

What makes Martinique so rejuvenating?

Martinique is a little girl's dream come true. It offers authentic tropical beauty, but it takes effort and investment to live this dream to the full. The varied landscapes of the north and south offer complementary experiences:

• Anse Michel: a magical place with breathtaking views, perfect for recharging your batteries.
• Anse Couleuvre: its cliffs and lush vegetation create a unique atmosphere.
• Fonds Blancs: an idyllic setting for relaxing, even under a blazing sun.