BLOEM

Aveda Senior Vice President of Global Artistry Antoinette Beenders (@antoinettebeenders) entered her stunning Aveda BLOEM Collection in 2022’s #ONESHOT BIG SHOT Editorial Collection category. Bloem, which translates to “flower” in Dutch, is a collection inspired by nature’s most bold, opulent hues. Antoinette says she created this collection of vibrant, colorful haircolor with nature as her “guiding light.” 

Like a scissor, “color is sharp,” says Antoinette. In a concept she calls “cutting with color,” Antoinette combines the power of cutting paired with purposeful color placement. In this set of images, she strategically placed the haircolor in unique and angular ways. Her collection was inspired by the plant-powered, high-performance ingredients in Aveda’s cruelty-free, 100 percent vegan products.