Myntra has announced the 24th edition of its flagship End of Reason Sale (EORS), set to begin on May 29 with early VIP access on May 28. Featuring over 6 million styles, the mega shopping event is positioned as a growth catalyst for India’s fashion and lifestyle ecosystem, offering scaled opportunities for 15,000 emerging brands, including 5,000 making their EORS debut.
Launchpad for Emerging Brands
EORS continues to serve as a launchpad for new and growing labels. Nearly 13 lakh styles will be introduced by emerging brands across apparel, footwear, and accessories. Myntra’s advanced technology — including search insights, performance dashboards, and partner support — will help these brands decode demand patterns and expand visibility nationwide.
Shopper Experience
Shoppers will have access to 6 million+ styles across fashion, beauty, and lifestyle categories. Strong traction is expected in men’s casual wear, women’s ethnic and western wear, workwear, sports footwear, accessories, and beauty, driven by seasonal demand from weddings, holidays, and college reopenings. Popular brands such as Levi’s, Nike, adidas, H&M, MANGO, L’Oréal, Lakme, Puma, and Rare Rabbit are expected to see heightened demand.
Beauty and Personal Care
This edition will feature 2.25 lakh+ beauty and personal care styles, spanning makeup, skincare, haircare, and personal care. Shoppers can explore offerings from MAC, Bobbi Brown, LUSH, Beauty of Joseon, The Ordinary, Plum Bodylovin’, Medicube, and Foxtale. Myntra Beauty’s tech-enabled tools, including an AI-powered Skin Analyser and Virtual Try-On, will make beauty shopping more personalized and intuitive.
New Brand Debuts
Over 100 new brands will debut during EORS across categories such as fashion, beauty, home, footwear, and sports. Names include Kate Spade, Bardot, Longchamp, Aston Martin watches, ELF Beauty, Chloe, Pierre Cardin Bags, Juicy Couture, Saucony, and Official FIFA Jerseys. Myntra’s Rising Stars program will also spotlight made-in-India D2C brands like Woomn, RAJAM, Saint Peach, and House of Fitness.
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