Why does every bestseller sound the same? A mini manifesto against beige prose

Pick up any recent bestseller and you’ll notice it. The prose is clean. Efficient. Emotionally calibrated within an inch of its life. And, yet, somehow, utterly indistinct.

This is beige prose, smooth, flavourless, and engineered for mass readability. It’s not bad writing, exactly. In fact, that’s the problem. It’s technically correct, but soulfully inert. A style that’s been edited within an inch of meaning. Every sentence feels like it’s been test-marketed, stripped of friction, and dunked in lukewarm relatability.

Emily Henry and the craft of commercial fiction

It’s not just that Emily Henry writes bestsellers. It’s that she writes the kind of commercial fiction people want to reread, smart, emotionally layered romantic comedies that balance character, structure and warmth in just the right proportions. 

As a reader and a fan, I’ve marvelled at how her novels manage to feel both comfortably familiar and quietly profound.