Press Page – The Guide by AndBloom
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Welcome to the AndBloom press portal.
We are pleased to invite journalists and media professionals to explore our latest stories, offerings, and initiatives. Whether you're seeking background information, interviews, high-resolution visuals, or future updates, our team is ready to assist. Please reach out for any materials or assistance you may need.
AndBloom The Guide – Boldly blooming, unapologetically you
A visual journal offering reflection, rituals, and visibility for women navigating midlife and beyond.
Release date Amsterdam, September 11, 2025
Available territory International (online and retail distribution via andbloom.com)
Download full press release (PDF) – EN (Other languages below)
For interview requests, high-resolution images, your own copy or launch details, please contact:
Martin Uipkes Strategy & Communications
Email: press@andbloom.com
Website: www.andbloom.com
Based in Amsterdam, The Netherlands
About the Book
The Guide is a 365+ page visual journal designed for women aged 40 and above. It is not a planner, nor a traditional self-help book. It is a weekly companion for reflection, self-expression, and emotional depth.
Structured around 52 undated chapters, The Guide invites readers to explore themes that are often underrepresented in mainstream media. Each week includes:
A journaling prompt
A written reflection
A photo or quote
A beauty or wellness ritual
A recipe or movement suggestion
A QR code linking to exclusive audio or video content
Core Themes
Each chapter connects with one or more of the following topics:
Pro-aging and body positivity: Visibility, identity, and redefining beauty beyond youth.
Health, exercise and nutrition: Gentle movement, muscle strength, and midlife nourishment.
Journaling: Prompts that support reflection and emotional insight.
Skincare and beauty rituals: Daily self-care, facial techniques and sensory rituals.
Hormonal shifts and perimenopause: Physical and emotional transitions explored with honesty.
Female leadership after 40: Reinvention, self-direction, and owning one’s path.
The Guide is intentionally undated, offering flexible entry points and an unhurried experience.
What Women Shared
Language Availability
Book language: The Guide is currently available in English. German and Dutch will follow.
Press materials: This press release is available in multiple languages.
Website access: Localized content and product information are available for 22 countries via www.andbloom.com
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Download Press Images
High-resolution images from The Guide are available for download. Click here to access and save individual images from the shared drive folder for your media use.
Downloads & Press Kit
All media assets are available for editorial use:
Official press release (PDF)
High-resolution book cover
Sample spreads (PDF)
Brand identity (logo)
Additional Links
Product page: www.andbloom.com/products/the-guide
Author info: www.andbloom.com/about
Instagram: @and.bloom
Events & signings: www.andbloom.com/events
The Guide – Lunch & Signing Tour 2025
Amsterdam – 11 September 2025
Global launch event followed by a public book signing session.
Düsseldorf – 13 September 2025
Lunch event followed by a public book signing session.
Paris – 20 September 2025
Lunch event followed by a public book signing session.
London – 27 September 2025
Lunch event followed by a public book signing session.
Milan – 4 October 2025
Lunch event followed by a public book signing session.
Barcelona – 11 October 2025
Lunch event followed by a public book signing session.
The Beginning
100 Portraits ago Dutch photographer Denise Boomkens (44) started her beautiful journey into aging. Portraying and interviewing women over 40 she captures their beauty and stories. With her project “AndBloom” she wants to inspire women worldwide with the realness of aging beauty.
What began, in June 2018, with a portrait of her then 69-year-old mother grew out into a worldwide online community for women over 40 that choose to embrace and love their age.
Today, after portraying a 100 “Bloomers” between the ages of 40 to 91, telling a part of their story, Denise is bringing the aging woman back into the media with the aim to change views and inspire.
A Long-Term Project
A LONG-TERM PROJECT &Bloom is a journey into aging, a personal journey and therefore, a long-term project. Denise wants to create awareness for a major problem; the current view of society on aging. Denise: “I am getting older every day, together with a lot of other women that I portray”.
Originated from a curiosity for other women’s life experiences, attitude towards aging, and a lack of cool media inspiration for women her age, Denise started her search. Why are women over 40, 50, 60 and older less seen in the media then young(er) women? Why does aging have such a negative reputation? Why does everyone want to stay and look young, while we are all aware of the fact that staying young forever is an impossible wish?
A Tiny Drop in the River of Time
With each portrait, Denise wants to share a piece of a personal story, whether it is her story or that of a woman she photographed. Denise: “I believe that stories create empathy and empathy is the most revolutionary emotion. I feel that with every portrait, I capture a beautiful woman forever. The timeless proof of ageless beauty, inside and out”. Growing older we are getting more aware of our place in the big picture.
We are just a tiny drop in the river of time. And while we are here, in the here and now, we should enjoy growing older and wiser without constantly being reminded that our appearance no longer meets society’s expectations. Sharing the journey of aging together with many other women from all over the world, who all go through the same stage of life, or have gone through already and tell openly about it, that is a true-to-life inspiration.
A Rapidly Growing Community and a Growing Demand for Realness
“Every woman is unique in her own beautiful way, with her own unique story and traces of life. It puzzles me why older, natural aging women are so little represented in the media. Having all sorts of women over the age of 40 in front of my lens on such a frequent basis, I often wonder why they aren’t used for beauty and fashion campaigns. As if you can’t create fashionable, extravagant, modern looks with older women? How fabulous would it be to see more real aging models in the monthly fashion magazines, in beauty campaigns and on television? Natural aging women over 40 shown in a cool, fashionable and modern way?
It has gradually become clear to me that today’s modern 40+ women no longer want to see media images of people in their twenties or thirties that they cannot identify with. And no this is not about disapproval, this is purely about identifying with women of your own age.“ #REALNESS
Self-love and Body Positivity
Why it’s so important to love yourself, especially for women over 40 that are coping with self-conscious aging in a time where every wrinkle is seen as failure. Many women experience a feeling of becoming “invisible when they get older”.
Why women are increasingly treated as if they’re invisible as they age (apparently it applies more to women than to men) is not very surprising. We live in a youth-fixated culture where people are afraid to age and to be vulnerable to growing older; where ideals about attractiveness are oriented around those with young, flawless and healthy bodies.
"In a world obsessed with perfection, I choose to be myself"
Self-love on social media meaning “You have to love yourself more”. In daily conversation with our friends we ask them “Why don’t you love yourself?” And “If you only loved yourself, this wouldn’t have happened to you” is a common answer to many problems.
We Are Here to Change Views and Inspire
Looking at the women that color my life, I hear a lot of complaining and moaning about their (first) signs of aging. In my eyes, all beautiful women. I love to grow older amongst them and I do understand and recognize their inner struggles. Comparing ourselves to the often (much) younger women we see in the media, who almost all had “work done” to a certain extent, is a battle long lost. Comparing our own selfies to the perfectly photographed, filtered and/or photoshopped versions of the rich and famous, is pretty useless. Even though most women are aware of the possibilities to enhance a photograph, it can still be confusing as hell.”
With each portrait, Denise wants to share a piece of a personal story, whether it is her story or that of a woman she photographed. Denise: “I believe that stories create empathy and empathy is the most revolutionary emotion. I feel that with every portrait, I capture a beautiful woman forever. The timeless proof of ageless beauty, inside and out”. Growing older we are getting more aware of our place in the big picture.
