Myntra Unveils Its Biggest End of Reason Sale Yet with Global Brands, Beauty Icons and 100+ New Launches

EORS 24 brings together over 6 million styles, premium international labels, emerging Indian brands and exclusive lifestyle launches, making this year's edition Myntra's most expansive shopping event to date.

India's online fashion landscape is gearing up for one of its biggest retail moments as Myntra's End of Reason Sale (EORS) 24 returns with its largest-ever collection of brands and product launches. Running from May 29 to June 14, 2026, with VIP access already underway, this edition reflects the growing demand for premium fashion, curated shopping experiences and exciting brand discoveries.

With over 100 new brand launches and a catalogue featuring more than 6 million styles, EORS 24 spans fashion, beauty, sportswear, accessories and lifestyle categories. The sale is designed not just around discounts but around giving shoppers access to some of the most sought-after global and homegrown brands in one place.

Global Labels Strengthen Myntra's Fashion Portfolio

This year's sale marks the arrival of several internationally acclaimed brands on the platform. Fashion enthusiasts can now explore the vibrant collections of Kate Spade, known for its playful luxury aesthetic, alongside the timeless elegance of French luxury house Longchamp.

Luxury accessories are also expanding with Aston Martin watches making their debut, while fragrance lovers can discover the sophisticated perfume collection from Chloé. These additions reinforce Myntra's growing focus on premium international fashion and lifestyle offerings for Indian consumers.

Beauty Takes the Spotlight

Beauty continues to be one of the fastest-growing segments on the platform, and EORS 24 introduces some of the industry's most talked-about names.

A major highlight is the arrival of e.l.f. Beauty, the globally popular cosmetics brand celebrated for its high-performance yet affordable makeup products. Joining the lineup is Seapuri, bringing ingredient-focused skincare products that align with the increasing consumer preference for simple, effective beauty routines.

The expanded beauty portfolio offers shoppers greater variety while reflecting evolving trends in skincare and cosmetics.

Supporting India's Next Generation of Fashion Brands

While international labels are grabbing attention, Myntra continues to invest in India's growing fashion ecosystem through its Rising Stars initiative.

The programme gives emerging designers and independent labels a national platform, helping them reach a wider audience. Brands including Gully Labs, VAHRO, Sparklepop and Mile Collective are among those introducing fresh collections that blend creativity with contemporary fashion trends.

This balanced approach allows shoppers to explore both globally established names and innovative Indian brands within a single shopping destination.

Lifestyle Meets Performance

The latest edition also reflects changing consumer preferences where sportswear and lifestyle fashion increasingly overlap.

Official FIFA jerseys are now available alongside fresh collections from global performance brands Saucony and Anta. At the same time, fashion labels such as Juicy Couture, Pierre Cardin Bags and Bardot add versatile wardrobe options suited for work, travel and everyday wear.

The expanded lifestyle selection demonstrates how fashion is becoming more versatile, seamlessly combining comfort, performance and style.

Shopping Made More Interactive

To enhance the shopping experience, Myntra has introduced several interactive features during EORS 24. Campaigns such as Price Crash on Top Brands, Treasure Hunt, Brand of the Day and EORS Specials help customers discover trending products, exclusive deals and limited-time offers more efficiently.

These curated experiences encourage exploration while making it easier for shoppers to navigate the platform's extensive catalogue.

A New Chapter for Digital Fashion Retail

More than a seasonal sale, EORS 24 showcases how digital fashion retail in India continues to evolve. By bringing together premium global labels, emerging Indian designers, cult beauty brands and lifestyle essentials, Myntra is creating a shopping ecosystem that prioritises discovery as much as value.

With millions of products, hundreds of new launches and an increasingly diverse brand portfolio, Myntra's End of Reason Sale 24 is set to be one of the country's most significant fashion and lifestyle shopping events of the year, offering consumers more choice, more inspiration and more reasons to shop than ever before.