Fashion and lifestyle e-commerce platform Myntra has announced the launch of the 24th edition of its flagship End of Reason Sale (EORS), beginning May 29, with exclusive early access for VIP customers on May 28. Featuring over 6 million fashion, beauty, and lifestyle products, the mega shopping event aims to deliver trend-first selections, attractive discounts, and enhanced convenience to millions of shoppers across India.

The latest edition of EORS is expected to play a significant role in supporting India’s growing digital commerce ecosystem. Myntra said more than 15,000 emerging brands, including 5,000 first-time EORS participants, will leverage the platform’s technology, creator ecosystem, and nationwide reach to connect with customers across the country.

These emerging brands will collectively offer nearly 1.3 million styles spanning apparel, footwear, accessories, and other categories. Myntra’s technology-driven ecosystem provides brands with shopping insights, performance analytics, and dedicated support services to help scale their online presence.

Wide Product Selection Across Categories

Customers can browse more than 6 million styles from international, domestic, and homegrown brands across fashion, beauty, and lifestyle segments. Strong demand is anticipated in categories such as men’s casual wear, women’s ethnic and western wear, workwear, sports footwear, accessories, and beauty products, driven by seasonal shopping, weddings, travel, and festive occasions.

Popular brands expected to attract significant traction include Levi’s, Nike, Adidas, H&M, MANGO, L’Oréal, Lakmé, Libas, Decathlon, New Balance, GUESS, ASICS, Wrogn, US Polo Assn., Puma, and Rare Rabbit.

Beauty Segment Expands with Tech-Driven Shopping Experience

The beauty and personal care segment will feature over 225,000 products, including makeup, skincare, haircare, and wellness items from international and domestic brands. Customers will have access to products from labels such as MAC, Bobbi Brown, LUSH, Beauty of Joseon, The Ordinary, Medicube, Foxtale, and Plum Bodylovin’.

To enhance the shopping experience, Myntra will continue offering AI-powered features such as the Skin Analyser and Virtual Try-On, helping users discover personalized beauty solutions and experiment with products before purchase.

Over 100 New Brands Debut During EORS

The 24th edition will witness the launch of more than 100 new brands across multiple categories. Notable additions include Kate Spade, Bardot, Longchamp, Aston Martin Watches, ELF Beauty, Chloe, Pierre Cardin Bags, Juicy Couture, Saucony, Anta, and Official FIFA Jerseys.

Myntra’s “Rising Stars” initiative for Indian D2C brands will also showcase new labels such as Woomn, RAJAM, Saint Peach, House of Fitness, Mayurie, Indo Aura, Femaura Crafts, and House of Doras.

Meanwhile, FWD by Myntra, the platform’s Gen-Z-focused fashion destination, will offer more than 700,000 trend-first styles from brands including SZN, Freakins, Bonkers Corner, Glitchez, Lulu & Sky, KPOP, and Outzider.

Exclusive Offers and Loyalty Benefits

Myntra Insiders can access the sale early for ₹9, while non-members can purchase VIP access for ₹19. Benefits include additional discounts on prepaid orders, exclusive brand offers, travel coupons, and special weekend deals.

Customers can also avail instant savings through select bank card offers and EMI options. The event will feature popular engagement formats such as Treasure Hunt, Brand of the Day, Grab or Gone, Midnight Steal, EORS Specials, and VIP-exclusive promotions.

Hyper-Speed Delivery Through M-Now

Myntra’s quick-commerce service M-Now, currently operational in 11 cities, will continue to play a major role during the sale. Supported by more than 90 dark stores and offering over 100,000 styles, the service enables deliveries starting from just 30 minutes in cities including Bengaluru, Mumbai, Delhi NCR, Chennai, Kolkata, Hyderabad, Pune, Patna, Jaipur, Lucknow, and Ahmedabad.

Social Commerce Driving Discovery

The platform is also strengthening customer engagement through its social commerce ecosystem. Myntra’s Ultimate Glam Clan now includes over 6 million shopper creators who have generated more than 12 million pieces of content, helping consumers discover trends, styling ideas, and product recommendations through influencer-led experiences.

Commenting on the event, Ritesh Mishra, Senior Vice President and Head of Revenue & Category at Myntra, said EORS has evolved into one of India’s most anticipated shopping events and continues to create growth opportunities, income generation, and employment across the fashion and lifestyle ecosystem.

With record participation from brands, creators, and shoppers, Myntra expects the 24th edition of EORS to further strengthen its position as a key driver of India’s fast-growing fashion and lifestyle e-commerce sector.