AndBloom

AndBloom Founder of AndBloom, photographer and writer of the book AndBloom - The art of aging unapologetically I am Denise (45), friends call me Dee.

I am a photographer fueled by compassion, curiosity, and a drive to change the current view of society on aging. In my younger days, I worked as a fashion model. Living in Milano, Paris, and London, I traveled the world to work for many clients. When I was 25 I moved back to the Netherlands to become a photographer. After finishing art school at 29 I started working as a photographer and loved eve

ry minute of it, I loved fashion, beauty, and taking pictures of beautiful people. I worked all over the world from Tokyo to New York, from Capetown to Seoul. The years passed by and while approaching the ‘BIG 40’ I began to notice a certain dissatisfaction about aging, especially amongst women. Exploring this dissatisfaction in my work and private life, made me realize that it occurs not only in women over 40 but also in many younger women. Young women that worry about getting older, middle-aged women who think they no longer count after a certain age. Women, young and old(-er), that follow (the often) unrealistic example of the (social) media. The anti-aging campaigns using models barely over the age of 20, or Hollywood women that have everything ‘done’ to look younger. It can be, of course, a bit confusing, looking at celebrities your age that look at least 15 years younger than you do because of great light, filters, Botox, fillers, or other (radical) facial treatments. Giving birth to my son at 40 changed my perspective. An awareness came over me, I call it ‘motherhood’. Everything that was once important to me was suddenly less important. If someone had told me 5 years ago that I would be a mother one day … I would have declared them crazy. During early motherhood, I was given time to think about my work. I decided to give it a new, more meaningful direction. On an empty Thai beach, during endless walks with my 2-year-old son, I decided to start this new project. An awareness came over me, I call it ‘motherhood’ and growing up. On an empty Thai beach, during endless walks with my 2-year-old son, I decided to start this new project called AndBloom. It was also on that beach I realized I was having a kind of identity crisis. I no longer felt very young but also not old, yet I didn’t belong to the youth in my early forties, but I didn’t feel middle-aged either. I felt I was at a turning point in my life, physically and mentally. Talking with women around me made me realize I wasn’t the only one feeling like this. Many women feel a turning point around their 40’s and it’s not at all negative. 40-Something is a great age, you are old enough to know what you want and you still have time enough to do whatever you want. I know women that started new companies, women who started a new education, made a career switch, had another baby (or 2), changed husbands or left for a solo trip around the world. AndBloom is an age-positive community, I photograph women of all ages over 40, beautiful, real women, to capture the beautiful journey of aging.

26/10/2025

Pinch me, please. I’m still processing that my name is on this beautiful collaboration with INBAR+co. I know what some of you might be thinking: “🥱 Another skincare promo…” — and trust me, I get it. But for me, this is different. This is personal.

I chose to put my name behind this because it truly represents what I stand for: aging with honesty, power, and grace — without pretending we need to turn back time. Partnering with INBAR+co, founded by the incredible Daniella, felt like a natural connection. Not only is the brand built on integrity and innovation, the products are genuinely extraordinary.

Guided by my deeply human vision of aging without resistance, and INBAR+co’s commitment to science-driven, sustainable skincare, this collection honors skin in all its phases — perimenopausal, menopausal, and beyond.
The formulas — XO Essence, XO Serum, and Protect Oil — are infused with rose and botanical exosomes, microscopic messengers that help restore communication within the skin. They work to renew, illuminate, and strengthen the skin from within, bringing back that natural vitality we so often miss.

The ritual is completed by the XO AndBloom Kit, featuring glass fascial cups that gently lift, plump, and awaken circulation. Skincare becomes more than a routine — it becomes a mindful moment of self-connection.

Even the packaging tells a story: it features an excerpt from a Dutch floral still life by Margaretha Haverman, one of the few recognized women painters of the Dutch Golden Age — a tribute to the quiet strength and timeless beauty of women through history.

Together, INBAR+co and AndBloom celebrate aging as evolution, not decline. A chance to bloom — at every stage of life.

Okay, bragging officially over… but I’m incredibly proud of this and honored to finally share it with you. 🌸✨

26/10/2025

I sometimes really wonder, where did the energy I used to have go? Is this peri-menopause, something temporary that gets better after menopause? Or is this just the new normal?

I sometimes find it quite confusing; I hardly recognize myself when I choose a night on the couch over going out for dinner (let alone a night out dancing 💃🏼 ). HRT has definitely helped somewhat, I’ve been taking Femoston for six months now, but on my doctor’s advice I’ll be switching to a different type of HRT at the end of this pack (a combination of a cream and a pill).

How is this for you? Who feels like sharing their experiences here?

By the way, I’m 50, just mentioning it for those who don’t know me very well yet and are wondering where I’m at in life. Curious to hear your stories. Wishing you all a lovely Sunday!

25/10/2025

A gentle reminder that it’s okay not to be loved by everyone. No matter how loving or liked you are, you’ll never people-please your way into collective acceptance. You could radiate warmth like a ray of sunshine, yet some may dislike you simply because they’re accustomed to rain. Be comfortable with shining regardless.

And when you encounter someone who wants nothing to do with you, it speaks volumes about them, not about you.

Sharing the personal stuff today. 👩🏼❤️🧒🏼❤️👨🏻It’s autumn break for Finn, so we spontaneously decided to take a 2 day trip...
24/10/2025

Sharing the personal stuff today. 👩🏼❤️🧒🏼❤️👨🏻
It’s autumn break for Finn, so we spontaneously decided to take a 2 day trip to Antwerp in Belgium.

I didn’t think to check the weather for even a second — and of course exactly on these two days, a storm swept across both our countries! But nothing could dampen our spirits. Armed with hotel umbrellas, we wandered through the charming city center. Rain or no rain, it was pure joy!

We treated ourselves to a wonderfully luxurious hotel with a swimming pool for Finn and a relaxing sauna for mama… highly recommended if you ever get the chance.

And let’s not forget the fabulous dinner evenings at and 🤩

Two days of celebrating life, pure joy, loving each other, and sinking into the most heavenly hotel bed. Sometimes all you need is a short getaway to remember how magical the family moments can be. ❤️

I remember so vividly how incredibly uncomfortable it felt to take a selfie, let alone post one, when I first started An...
22/10/2025

I remember so vividly how incredibly uncomfortable it felt to take a selfie, let alone post one, when I first started AndBloom. It used to take me hours before I had even one photo that looked somewhat like what I hoped to see on my screen iPhone 8.

And then actually posting it online? That felt like climbing a mountain.

And here we are, seven years later. I scrolled all the way back to the beginning of my account, and this was my very first selfie (slide 2), posted on July 10th, 2018. I was 42 back then. Now I’m 50. What I see today is simply a more mature version of myself. But I also see something deeper: a woman who has grown into herself. A woman who looks more at peace, more content.

Back then I worried about everything: my hair, the first fine lines appearing on my face, how I looked at the camera, and, of course, what people might think. Today’s selfie took me about one minute. Mostly because I quickly took five that look kind of similar and simply pick the best one.

Maybe I’ve gotten “trained” over the years, but mostly it’s something else: a deeper feeling of acceptance. Of knowing myself. Of not being as critical anymore (let’s be honest, that inner critic never fully leaves).

I’m curious how I’ll be looking into the lens another seven years from now. One thing is certain: I’m not done taking selfies yet. Not even close.

20/10/2025

I love everything about this incredibly beautiful journey of growing up. I embrace aging, even the parts that aren’t always fun. Yes, I am in perimenopause. Yes, I have a little less energy, thinning hair, and some aching joints. But nothing and nobody in this world can take away the joy I feel simply being alive. Nothing can dim the thrill of new adventures or the laughter that bubbles up when I discover yet another surprising change in this ever-evolving woman I am becoming.

Blouse
Jeans + cardigan .bloom
Bag
Sneakers
Coat

19/10/2025

Have I ever told you how we met? I don’t think I have.

It was 2001 and I had just moved back to the Netherlands to study photography in The Hague. I had recently bought an apartment and was still getting used to my new neighborhood. One day I was walking to a little shop around the corner when I suddenly heard someone calling my name.

To my surprise, it was an old friend I hadn’t seen in years. She was sitting in a car with her new boyfriend, Martin. That was the beginning of some unforgettable times. We went out dancing, laughed until ridiculous hours of the night and simply enjoyed life. When their relationship eventually ended, Martin and I stayed friends. We kept in touch now and then, nothing dramatic, just an easy connection that never faded.

Years went by and in 2010, when we both happened to be single, something shifted. Our friendship slowly turned into love, although looking back I have no idea why it took us that long. We always clicked so naturally that I probably should have seen it coming.

Better late than never, right?

Even now we are different in many ways, yet somehow we share the same interests and understand each other without needing many words. As for the friend from back then, she moved abroad shortly after the breakup and I never saw her again. Life can be funny that way. Paths cross, people drift apart and sometimes, without even trying, you end up exactly where you are supposed to be.

Call it destiny or call me superstitious, but I believe some meetings are meant to happen.

Outfits
Sneakers

18/10/2025

I love the skin I’m in. Because I care for her, I want to treat her right, and using products like Renew PM (with retinal, a powerful and effective form of vitamin A for smoother, clearer, glowy-looking skin) has made a real difference.

Even with busy days, peri-menopause, and the occasional sleepless night, my skin still glows. Renew PM works magic overnight, I wake up to a refreshed, radiant face, ready to start the day.

isn’t just a beautiful brand created by my friend Daniella Inbar — it’s also 100% sustainable, age-positive, and animal-friendly.

Pure love. Ad.

17/10/2025

Don’t be intimidated by the light of other women; it doesn’t dim your own. When you find the right women to stand beside you, your sparkle shines even brighter. We’re all unique, yet deeply connected, and when those connections align, something truly magical unfolds.

Outfit: .bloom 🌸

16/10/2025

What you water will grow.
Be mindful of where you place your focus.

But remember, nothing in nature blooms all year,
so be gentle with yourself when you don’t feel positive. Just nurture what you can, and let rest be part of your growth.

Stay as positive as possible,if not today, then tomorrow.

I strongly believe in having a positive mindset, and on most days, I do have one. I believe it’s saved my life more than once.

And on the days when I don’t, that’s okay too.

Black is my color of the day.

In trousers from last year.
Turtle neck from my shop but last year.
Loafers from but last year.
A brand new stunning bag from and (back in stock) black coat from my shop.

The glasses are old sunglasses I had changed into readers. eyeliner and working on a personal new lipstick project… 🤩🤩🤩

Adres

Amsterdam

Website

Meldingen

Wees de eerste die het weet en laat ons u een e-mail sturen wanneer AndBloom nieuws en promoties plaatst. Uw e-mailadres wordt niet voor andere doeleinden gebruikt en u kunt zich op elk gewenst moment afmelden.

Snelkoppelingen

Uitgelicht

Delen

Type

AndBloom | Denise Boomkens

AndBloom originated from my love for photography, fashion, lifestyle and consciousness. After I turned 40 I started to miss inspiring websites with a coolness and authenticity towards natural aging. #ANDBLOOM

“&BLOOM is a beautiful journey into aging. Photographer Denise Boomkens is (SELF-)portraiting fierce women over 40. A digital place for inspiration and recognition. The focus of &Bloom is on positive, beautiful and (here and there with a little help) natural aging.”

Do you have a question, comment or want to collab? Contact me directly – I would love to hear from you!

Love, Dee