The Romance Genre Evolution (And What’s Coming Next), According to Berkley’s Erin Galloway
If you’ve ever wondered how we went from Fabio on clinch covers to cozy monsters with horns and illustrated rom-coms everywhere, this one’s for you.
I recently sat down with Erin Galloway, longtime publicity director at Berkley Romance, to talk about what really goes into shaping the romance genre—behind the scenes. From campaign strategy to trend forecasting to how certain books break into the mainstream, Erin’s been in the industry for over 15 years and has seen it all.
Here’s what we learned about how romance has evolved from the 2010s to now—and what could be coming next.
Prefer to listen? You can stream this full conversation with Erin on the Reading Under the Covers podcast either below or wherever you listen to podcasts.
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The 2010s: Alpha-Holes, Billionaires & the Rise of Erotic Romance
The early 2010s were all about dominant heroes, billionaire fantasies, and a very particular kind of power dynamic—what we now lovingly (or not-so-lovingly) call the alpha-hole.
Books like Fifty Shades of Grey and Bared to You created a massive wave, making erotic romance a household term and opening the doors for more sensual stories in the mainstream. Berkley had a front-row seat, publishing authors like Sylvia Day, Maya Banks, and Jaci Burton—all of whom had been writing erotic romance long before it exploded.
But it wasn’t just the sex appeal. A big part of the fantasy was the Cinderella-style rescue trope, where the heroine’s life dramatically improves—financially, emotionally, romantically—after falling for a powerful (if emotionally stunted) hero.
It was a moment. But that moment is definitely evolving.
Why “Alpha” Doesn’t Hit the Same Anymore
Erin pointed out how the “alpha” hero worked better in paranormal romance (when the guy was literally a pack leader or immortal king), but felt a lot more questionable in contemporary settings. These days, readers are craving more emotional depth, nuance, and equality in relationships.
It’s not that dark or dominant characters are gone—they’re just being explored in new ways (more on that below).
Want to dig more into the alpha hero? We chat about the 1980s romance, the rise of the alpha and the power couple.
Rom-Coms, Rebranding, and the Rise of the Illustrated Cover
One of the biggest shifts in recent romance publishing was the move to illustrated covers and the boom in romantic comedies. Erin shared how The Wedding Date by Jasmine Guillory was deliberately designed to appeal to readers who didn’t yet know they were romance readers.
Bright covers, bolder fonts, and cute graphics helped mainstream readers feel more comfortable picking up love stories without feeling judged. And let’s be real: it didn’t hurt that these covers looked amazing on Instagram, right as Bookstagram started blowing up.
If you’re curious about the making of a romance novel cover, check out our behind the scenes look into the photoshoot for Three Little Words by Jenny Holiday.
From Clinch Covers to Monster Romance
Let’s talk covers again—because they’ve always been a huge part of selling romance. From vintage clinches to torso-only alpha heroes, the genre has never been shy.
But the new wave of monster romance is bringing back the clinch—just in a whole new way. According to Erin, pairing a monster hero with a human heroine in a traditional pose helps readers see the chemistry, even when the love interest has wings, horns, or no lips (literally—shoutout to Ruby Dixon’s minotaurs).
Marketing Then vs. Now
A decade ago, getting romance books into mainstream media was nearly impossible—unless your name was Nora Roberts. Erin talked about how huge it felt to land a feature in People or a roundup in O Magazine.
Now? We’re seeing romance on The Today Show, romcoms on bestseller lists, and coverage from The New York Times. But it’s not all sunshine—TikTok and Instagram still prioritize certain kinds of content, and algorithmic bias continues to be a challenge for marginalized authors.
So What’s Next for Romance?
Erin sees two major things on the rise:
Dark Romance with Boundaries
We’re already seeing traditional publishers test the waters with darker themes—like primal play, morally grey love interests, and kink-positive plots—but with more transparency and consent built in.
A great example? Willing Prey by Allie Oleander (coming soon from Berkley), where a woman agrees to be hunted for 30 days in a consensual contract arrangement. It’s spicy, high-stakes, and… surprisingly tender.
Feminine Rage & Emotional Realism
The fantasy of being “rescued” is being replaced with the fantasy of being seen and supported. The new romantic ideal? A partner who doesn’t try to fix you, but listens, respects your boundaries, and gives great foot massages.
We’re heading into an era of soft heroes, feminist fire, and deep emotional intimacy—and I’m here for it.
Looking for female rage now? Check out these 18 books like the Mindf*ck series by S.T. Abby that capture female rage perfectly.
Books We Talked About (and You Should Add to Your TBR)
Here’s your cheat sheet of the books mentioned in the episode—plus a little something about why they matter or what vibes to expect.
Classics & Early Trendsetters
Lord of the Fading Lands by C.L. Wilson
Epic romantasy with fated mates, magical kingdoms, and a bond that hurts so good. Still one of the most emotional fantasy romances out there.
Grab Lord of the Fading Lands on Amazon
Dark Prince by Christine Feehan
One of the OG vampire romances with gothic vibes and an intense soulmate connection. Helped launch the modern paranormal romance boom.
Bared to You by Sylvia Day
Billionaire romance meets emotional trauma in this high-heat story of two damaged people trying (and struggling) to heal together.
Rush by Maya Banks
Alpha billionaire, submissive heroine, high steam—this was a staple of early 2010s erotic romance.
The Perfect Play by Jaci Burton
A classic sports romance: famous quarterback meets single mom and things get delicious fast.
Grab The Perfect Play on Amazon
The Submissive by Tara Sue Me
Reserved librarian. Dominant millionaire. One of the early BDSM romances that helped shape the post–Fifty Shades landscape.
Fifty Shades of Grey by E.L. James
Love it or hate it, this book changed the industry. Mainstreamed erotic romance and opened the door for a ton of books and authors to follow.
Grab Fifty Shades of Grey on Amazon
Newer Releases & Upcoming from Berkley
Flirting Lessons by Jasmine Guillory
Guillory’s first sapphic romance! Two women on vacation, one flirty, one flustered, both falling hard.
Grab Flirting Lessons on Amazon
Servant of the Earth by Sarah Hawley
A romantasy heroine who’s had to hustle to survive finds herself in the fae realm and proves she’s more dangerous than any magical creature.
Grab Servant of the Earth on Amazon
Princess of Blood by Sarah Hawley (Sept 2025)
The sequel cranks up the power struggles, magical stakes, and romantic tension.
Grab Princess of Blood on Amazon
By the Horns by Ruby Dixon
A minotaur hero? Yes, please. Monster romance energy meets heartfelt connection.
Love Is a War Song by Danica Nava (Aug 2025)
Native American cowboy romance with a messy millennial twist. Think adulting angst, family bonds, and second chances.
Grab Love Is a War Song on Amazon
ZomRomCom by Olivia Dade (Aug 2025)
A cheerful soapmaker tries to save her “himbo” neighbor during a zombie outbreak—except he’s actually a grumpy vampire in disguise. Pure campy, cozy chaos.
Willing Prey by Allie Oleander (Fall 2025)
A primal play dark romance with consent, emotional intimacy, and a heroine who agrees to be hunted in the woods by a reclusive billionaire. He thinks it’s a game. He’s actually falling for her.
Boots Beneath Her Bed by Taylor Esposito (Spring 2026)
Soft cowboy energy and feminist themes come together in this emotionally resonant Western romance with a heroine learning to take up space again.
Final Thoughts
Romance has always reflected what we crave—emotionally, culturally, and politically. And while the genre may look different now than it did in 2010, one thing hasn’t changed: its power to bring joy, hope, and connection.
Whether you’re here for the cinnamon roll heroes, the primal hunters, or the rom-com queens, there’s something coming for you.
Want more like this? Catch my full Romance Genre Evolution series on Substack
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