Myntra has announced the 24th edition of its End of Reason Sale (EORS), scheduled to begin on May 29, with early VIP access opening on May 28. The shopping event will feature more than 6 million styles across fashion, beauty, and lifestyle categories while bringing together global, domestic, and direct-to-consumer brands on its platform.
This edition of EORS will see participation from over 15,000 emerging brands, including 5,000 brands making their debut at the event. Together, these brands will offer nearly 13 lakh styles across apparel, footwear, accessories, and related categories. Myntra said the event continues to support brand growth by combining platform technology, creator-led discovery, and nationwide reach. The company offers brands access to search and shopping insights, performance dashboards, and dedicated partner support to strengthen their online presence and understand demand trends.
The sale is expected to witness strong demand across categories such as men’s casual wear, women’s ethnic and western wear, workwear, sports footwear, accessories, and beauty and personal care. Participating brands include Levi’s, Nike, adidas, H&M, MANGO, L’Oréal, Lakme, Libas, Decathlon, New Balance, GUESS, ASICS, Wrogn, US Polo Assn., Puma, and Rare Rabbit.
Beauty and personal care will remain a major focus during this edition, with more than 2.25 lakh styles spanning skincare, makeup, haircare, and personal care products. Brands available include MAC, Bobbi Brown, LUSH, Beauty of Joseon, L'Oréal, The Ordinary, Plum BodyLovin', Medicube, and Foxtale. Myntra is also expanding technology-led shopping features in the beauty segment. Its AI-powered Skin Analyser is designed to help customers identify products suited to their skin requirements, while the Virtual Try-On feature allows users to test multiple products digitally before purchase.
The 24th edition of EORS will also introduce more than 100 new brands across categories. New launches include Kate Spade, Bardot, Longchamp, Aston Martin watches, ELF Beauty, Seapuri, Chloe, Pierre Cardin Bags, STRV, VAHRO, Sparklepop, Juicy Couture, Saucony, Anta, Gully Labs, Mile Collective, and Official FIFA Jerseys.
Myntra’s Rising Stars programme, focused on made-in-India D2C brands, will showcase new launches from brands such as Woomn, RAJAM, Saint Peach, House of Fitness, Mayurie, Indo Aura, Femaura Crafts, and House of Doras. FWD, Myntra’s Gen Z-focused proposition, will feature more than 700,000 trend-led styles from brands including SZN, Freakins, Bonkers Corner, Glitchez, Anouk Rustic, Lulu & Sky, KPOP, and Outzider. Myntra Insiders can access the sale early at Rs 9, while non-members can purchase VIP access for Rs 19. VIP benefits include an additional 5 percent discount on prepaid orders, extra savings on select brands during early access, and other promotional offers. Customers can also avail 10 percent instant savings on HDFC Bank credit cards and EMI transactions, along with 10 percent extra savings on Flipkart Axis Bank and SBI credit cards.
Myntra’s hyper-speed delivery service, M-Now, will continue to support faster deliveries during the sale. Currently available across 11 cities and supported by more than 90 dark stores, the service offers access to over 1 lakh styles across fashion, beauty, accessories, and home categories. Customers in Bengaluru, Mumbai, Delhi NCR, Chennai, Kolkata, Hyderabad, Pune, Patna, Jaipur, Lucknow, and Ahmedabad can receive deliveries starting from 30 minutes.
Ritesh Mishra, SVP, Head of Revenue and Category, Myntra said, “Over the years, EORS has evolved into one of India’s most anticipated shopping events and an important growth platform, augmenting income and creating employment opportunities, for the country’s fashion and lifestyle ecosystem. The scale of participation from emerging brands, creator communities, and customers reflects the increasing strength of India’s digital commerce landscape. Through our technology, logistics, and creator ecosystem, we remain committed to supporting brands of all sizes to access national demand while delivering a differentiated shopping experience for customers.”
Myntra will also continue to leverage its social commerce ecosystem during EORS. With more than 6 million shopper creators registered on Ultimate Glam Clan and over 12 million content pieces created on the platform, influencers and creators will curate seasonal styling and shopping content aimed at improving product discovery and engagement among Gen Z and millennial shoppers.
