Myntra international brands growth continues to accelerate in 2025, reinforcing the platform’s position as India’s gateway to global fashion and beauty. Demand for international brands is increasingly being driven by Tier-2 and Tier-3 markets, which now account for nearly 45% of total International Brands (IB) demand on Myntra.
This shift highlights the growing aspiration for global brands beyond metro cities, fuelled by Gen Z shoppers, rising premiumisation, and deeper internet penetration across India.
India’s Lifestyle Market Offers Massive Headroom
According to the Myntra–Bain & Company report, India’s lifestyle market—currently valued at $130 billion—is the country’s second-largest retail category. The market is projected to grow at a 10–12% CAGR to reach $210 billion by 2028, creating an incremental $80 billion opportunity.
This structural tailwind is a key driver behind Myntra international brands growth, as rising affluence and a steady shift toward organised retail reshape consumption patterns.
450+ Global Brands and 40+ New Launches
Myntra currently hosts over 450 international fashion and beauty brands across apparel, footwear, accessories, and beauty. In 2025 alone, more than 40 new international brands were added, significantly strengthening the platform’s trend-first portfolio.
Major fashion launches contributing to Myntra international brands growth include NEXT, BERSHKA, GAP, Desigual, The North Face, BCBG, Ben Sherman, Love Moschino, DKNY, and The Children’s Place. In beauty, the platform expanded with brands such as H&M Beauty, The Ordinary, Beauty of Joseon, and Sulwhasoo.
Speed and Access Drive Premium Adoption
Speed-led fulfilment remains a critical enabler of Myntra international brands growth. Through M-Express, nearly 50% of international brand orders are delivered within 48 hours across India. Meanwhile, M-Now enables deliveries starting in as little as 30 minutes across select metro markets.
Currently, more than 50 international brands across fashion and beauty are available on M-Now, supporting last-minute shopping, premium gifting, and impulse purchases.
Tier-2 Cities Emerge as Demand Engines
Non-metro markets are playing a central role in Myntra international brands growth. Categories such as sweatshirts, dresses, t-shirts, trousers, and shirts are top performers in Tier-2 and Tier-3 cities.
Cities including Jaipur, Lucknow, Guwahati, Surat, and Indore have emerged as leading demand centres. While North India contributes the highest overall share, South India is currently the fastest-growing region for international brands on the platform.
Beauty Becomes a Key Growth Engine
International beauty has emerged as a powerful driver of Myntra international brands growth, expanding at 2.5 times the pace of the online luxe beauty market. Growth is being led by Gen Z and millennial consumers, with strong demand across skincare, makeup, and fragrances.
K-Beauty, in particular, has seen 200% year-on-year growth, reflecting rising interest in trend-led global beauty routines.
Technology Powers Discovery and Confidence
Technology plays a pivotal role in sustaining Myntra international brands growth. The platform’s AI-powered discovery tools, personalised recommendations, and advanced Size & Fit solutions help customers shop global brands with greater confidence while reducing friction across the purchase journey.
These capabilities are especially important for international brands, where fit, sizing, and styling confidence are critical adoption barriers.
Leadership Perspective
Commenting on the momentum, Venu Nair, Chief of Strategic Partnerships and Omni-channel at Myntra, said India represents one of the most compelling growth opportunities for international fashion and beauty brands.
He highlighted that premium demand beyond metros, combined with Myntra’s scale, Gen Z engagement, and speed-led delivery propositions, is enabling global brands to build deep affinity with Indian consumers.
The Bottom Line
Myntra international brands growth underscores a structural shift in India’s fashion and beauty consumption. As aspiration, access, and technology converge beyond metro cities, Myntra is uniquely positioned to help international brands scale rapidly and sustainably across India’s expanding lifestyle market.
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