The word “essential” indicates that something is absolutely necessary, indispensable, fundamental, even vital. When something is essential, it can’t be done without, it is necessary to have it. In regard to fragrance, the scent is essential and therefore so is the perfumer, but much of the rest is secondary. Consequently, the idea of putting the fragrance at the heart of a brand may seem obvious, but is it? In 2018 Geraldine Archambault did that very thing with the launch of Essential Parfums, a brand that’s challenging the (fragrance) establishment in so many ways.