Myntra is strengthening its position as India’s gateway to international fashion and beauty brands, with its International Brands (IB) portfolio witnessing strong momentum in 2025. Nearly 45 percent of demand for international brands now comes from non-metro markets, highlighting the rapid spread of premium and global brand aspiration beyond India’s top cities.
The growth is being fuelled by rising demand from Tier-2 and Tier-3 markets, a young Gen Z consumer base, and increasing premiumisation across categories. According to the Myntra x Bain report, India’s lifestyle market—currently valued at $130 billion—is projected to grow at a 10–12 percent CAGR to reach $210 billion by 2028, creating an incremental $80 billion opportunity driven by rising affluence, discretionary spending, and a sustained shift towards organised retail.
Myntra currently hosts 450+ international fashion and beauty brands across apparel, footwear, accessories and beauty. In 2025 alone, the platform added over 40 new international brands, further expanding access to trend-led global fashion and beauty. Key fashion launches during the year included NEXT, BERSHKA, GAP, Desigual, The North Face, BCBG, Ben Sherman, Love Moschino, DKNY and The Children’s Place, alongside international beauty additions such as H&M Beauty, The Ordinary, Beauty of Joseon and Sulwhasoo.
Speed and access continue to play a critical role in scaling premium and international brands on the platform. Through M-Express, nearly 50 percent of international brand orders are delivered within 48 hours across India. Meanwhile, M-Now enables deliveries starting in 30 minutes across key metros, with 50+ international fashion and beauty brands currently available for instant and last-minute purchases.
In non-metro markets, sweatshirts, dresses, T-shirts, trousers and shirts are among the top-performing categories for international brands. Cities such as Jaipur, Lucknow, Guwahati, Surat and Indore have emerged as leading Tier-2 demand centres. While the North contributes the highest share of demand, the South is the fastest-growing region for international brands on Myntra.
Venu Nair, Chief of Strategic Partnerships and Omni-channel, Myntra, said, “India represents one of the most compelling opportunities for international fashion and beauty brands today, and what is particularly striking is the strong premium demand emerging beyond metros. With ~80 million monthly active users witnessed at peak during the recent festive season, strong Gen Z customer base, and speed delivery propositions like M-Express and M-Now, we are enabling international brands to scale meaningfully and create a strong affinity with Indian customers.”
International beauty has emerged as a key growth engine within Myntra’s IB portfolio, growing at 2.5 times the pace of the online luxe beauty market. The category continues to see strong adoption from Gen Z and millennial shoppers, driven by trend-first discovery across skincare, makeup and fragrances, with K-beauty growing at 200 percent year-on-year.
Technology remains central to accelerating international brand adoption on the platform. Myntra’s AI-powered shopping experience, including personalised discovery and advanced Size & Fit recommendations, is helping consumers shop global brands with greater confidence while reducing friction across the purchase journey.
