London - It has been synonymous with romance for much of its 100-year history.
But while Mills & Boon has always told tales of passionate love, what went on in private was left to the imagination.
A glance at the book covers, however, reveals how the novels have become increasingly racy in recent years as the 50 Shades generation becomes more comfortable discussing sex.
In days gone by they depicted stilted couples, with strong handsome men placing a protective arm around a trembling heroine. These days you are more likely to see a smouldering woman with a chiselled man looking lustfully at her.
Titles have gone from the innocent No Other Man, published in 1937, to the very modern Best Man...With Benefits and Flirting With Intent. The brand even has a raunchier line called Blaze.
EL James’s sadomasochistic series 50 Shades Of Grey has made it more acceptable for women to read sexy novels.
Joanne Grant, executive editor of Mills & Boon, which sells 130 million books a year in 100 countries, said: “In the past the sex was implied. There was lots of sensuality so you could imagine what had happened but it wasn’t explored on the page. Now there are no worries about that – we can be very open.”
Heroines have changed too. “They could often be seen to be quite vulnerable and not in control of their own destinies,” she said. “Now you see women who are incredibly independent and in charge of their own lives.”
Daily Mail