Bengaluru, Dec 19: Myntra continues to strengthen its leadership as India’s gateway to global fashion and beauty, with its International Brands portfolio witnessing strong growth driven by rising demand from Tier-2 and Tier-3 markets, Gen Z shoppers and increasing premiumisation across categories. Nearly 45% of customer demand for International brands on Myntra now comes from non-metro markets, underscoring a growing aspiration for global brands across India.
India’s lifestyle market, valued at 130 billion, is the country’s second largest retail category and is projected to grow at 10%–12% CAGR to reach 210 billion by 2028, as per the MyntraXBain report. This incremental 80 billion opportunity is being driven by rising affluence, premiumisation and a sustained shift towards organised retail, supported by a young population, increasing discretionary spends, and deeper internet penetration.
The platform currently hosts 450 international fashion and beauty brands across apparel, footwear, accessories and beauty, offering Indian consumers access to a wide spectrum of global trends. In 2025, Myntra added over 40 international brands across categories, further strengthening the access to trend-first 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 notable International Beauty additions such as H&M Beauty, The Ordinary, Beauty of Joseon and Sulwhasoo among others.
Speed and access plays a critical role in accelerating premium consumption and scaling international brands on Myntra. Through M-Express, nearly 50% of international brand orders are delivered within 48 hours across India, while M-Now enables deliveries starting in 30 minutes across key metros. Today, 50 international brands across fashion and beauty are available on M-Now, enabling last-minute shopping and premium gifting for special occasions.
Sweatshirts, dresses, t-shirts, trousers and shirts are among the top-performing categories in non-metros for International brands. Cities such as Jaipur, Lucknow, Guwahati, Surat and Indore have emerged as leading Tier-2 demand centres. While the North region of the country contributes the highest, the South region is growing fastest in terms of demand for International brands.
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 an important growth engine within Myntra’s IB portfolio, growing at 2.5X the pace of the online luxe beauty market. Growth in the IB Beauty category continues to be driven by Gen Z and millennial adoption and trend-first discovery across skincare, makeup and fragrances, with K-Beauty growing at 200% YoY.
Technology remains a core enabler of international brand adoption on the platform. Myntra’s AI-powered shopping experience, including personalised discovery and Size & Fit recommendations, helps customers shop global brands with greater confidence while reducing shopping friction.