I am a huge fan of Douglas Adams’ Hitchhiker’s Guide to the Galaxy. That book has taught me two things: don’t panic, and a quality bath towel will get you far in this world (it says that a towel “is about the most massively useful thing an interstellar hitchhiker can have”). A nice bath towel is also a simple way to add a dash of luxury to your daily routine.
When it comes to bath towels, I want one that’s soft, fluffy, absorbent, and can withstand the rigors of life. Above all, it has to be worth the money.
At a glance
Best bath towel overall
Parachute Organic Super Plush
Best value
Brooklinen Super-Plush Turkish Cotton Bath Towels
Best quick dry
Charisma 100% Hygrocotton Towel Sets
Best waffle towel
Cozy Earth Waffle Towel
Best for gift giving
Frontgate Resort Collection Bath Towels
Why you should trust me
I have been testing and reviewing products for over 13 years. I got my start at a product testing lab where I tested household products under a combination of established and bespoke standards. I specialized in washing machines, fabric care and vacuums. I’m all about making sure products live up to what’s advertised on the tin and provide good value.
How I tested
Reviewing was a multifaceted process. I used the towels in my day-to-day life, taking notes on softness and how well each towel absorbed water. I measured their thickness, the width of hems, and weight. In addition, I performed the following tests:
A water absorption test to see if the towel could hold 150% of its own weight in water. This correlates with being able to soak up water on your body after a shower or drying off your dog.
An evaporation test to see how dry they were after hanging for eight hours in ambient conditions. If moisture retention is too strong, you risk a bad smell and a soggy towel the next day.
A fluffiness test to assess luxuriousness and springiness. I folded each towel into eighths and pressed down with my hand to gauge the amount of depression.
A thickness measurement, in which we measured each towel with a set of calipers to get a more objective sense of thickness. It was also a way of checking to see if there were any changes to the towels over time.
A durability test, involving rubbing a piece of 100-grit sandpaper near the hem to check how many strokes it took for the fabric loops to break. (This was inspired by a standard test for pilling resistance.) Are your towels likely to be sandpapered? Probably not. Will they encounter a similar amount of wear and tear going through your washer and dryer over time? I would say yes.
Best bath towel overall: Parachute Organic Super Plush
$59 at Parachute $59 at NordstromThe Parachute Organic Super Plush towels are about five times as thick compared to the Amazon Basics towel. This means they live up to their name.
Why we love it: These bath towels feel like a luxury bathrobe. They’re fluffy but not shaggy. In technical terms they have a density of 750 grams per meter – super-cheap towels have a GPM of about 300 or less. One of the reasons Parachute towels feel this way is because they’re made from Turkish cotton, a material known for its long and lightweight fibers. These long fibers can allow for a thicker and more durable final product compared to terry cloth, which is also made from cotton, but often of mixed origins and quality.
After showering, I found the Parachute lapped up water as well or better than the competition. It got me completely dry without feeling really damp. This is partially because it doesn’t have a dobby border – that hard strip that goes across a towel (now you know what it’s called). Combine this with a relatively thin hem, and you have more usable surface area. It also has to do with those long Turkish cotton fibers, which give the towel loops more surface area to absorb water.
This towel is also cozy if you drape it over yourself, excellent for pool goers or those who just like to use a towel like a blanket. It gives me the feeling of hygge – a sense of coziness that imparts wellbeing. You just have to try it to know what I mean.
Finally, I think this towel offers good bang for your buck. There are towel brands like Frette that sell towels for more than $200 a pop and major retailers where they cost under $10. The Organic Super Plush sits at the perfect crossroads of value and cost.
It’s a shame that … the Parachute Organic Super Plush is heavy. Tipping the scales at 825 grams when dry, it’s tough to lug around when soaked.
GPM: 750 (Cheap towels have a GPM of less than 300 and towels start to feel thick at a GPM over 500)
Size: 30in x 56in
Available in: Sage, White, Bone, Adobe
Material: Turkish cotton
Country of origin: Turkey
Best value: Brooklinen Super-Plush Turkish Cotton Bath Towels
$84.15 at Brooklinen (set of 2) $99.99 at Amazon (set of 2)Brooklinen is well known for its bedding, but the company also produces a mean towel. And by mean, I’m referring to a spa-like towel that comes in an impressive array of colors and patterns for a reasonable price.
Why we love it: The first thing that struck me when I was browsing the company’s Super-Plush Turkish Cotton Bath Towels was that they come in 15 different colors and patterns. If you’re trying to give every member of your family their own towel set or want something just right to fit your bathroom’s decor, Brooklinen has you covered.
However, these towels aren’t only for show. They’re rated as 820 grams per meter, one of the densest we tested. When using it to dry myself, the Brooklinen glided across my skin. I also enjoyed the vibrant color and overall look. It’s the kind of towel I’d drape over my towel rack and proudly point to when guests come over–if I had a towel rack.
The price is what elevates it for me. The set of two Brooklinen Super-Plush Turkish Cotton Bath Towels is in the same ballpark as one Parachute Super-Plush. They are a little bit smaller, but almost as soft.
It’s a shame that … one of the major complaints online is that these towels fray prematurely. Based on my testing, I think there’s some truth to that. The Brooklinen Super-Plush started fraying after the fifth stroke of the sandpaper, which is on par with other very dense towels, but about half as durable as a standard terry cloth towel. However, you can help avoid premature fraying by reducing the spin speed on your washer.
GPM: 820
Size: 30in x 58in
Available in: White, Stone, Striped Stone, Driftwood, Cloud, Smoke, Slate, Striped Navy, Storm, Aloe, Eucalyptus, Fresh Moss, Striped Botanical Green, Umber
Material: Turkish cotton
Country of origin: Turkey
Best quick dry: Charisma 100% Hygrocotton Towel Sets
$31.99 at Costco (set of 2)Costco carries quality goods at an affordable price, and the Charisma 100% Hygrocotton Towel is one of these gems. If you’re looking to upgrade from terry cloth towels, but don’t want to cross the line into spa territory, this is the set to get. It also dries relatively quickly. This is important because if a towel stays damp for too long, mold and bacteria can multiply, creating foul odors. If you live in a very humid environment or aren’t able to do laundry regularly, a quick-drying towel is a must.
Why we love it: The Charisma towels straddle the line between the rough bargain basement towels and the ones that are trying to mimic a bathrobe. It’s made from Hygrocotton, which the testing showed dried about 15-20% faster than the competition during our evaporation test. The morning after the previous night’s shower, it was dry to the touch. It feels a little rougher than Brooklinen or Parchachute, but I liked that. Sometimes you want an “aggressive” towel and not to feel like you’re being pampered.
It’s a shame that … this towel is made from Hygrocotton, which is designed to get softer and thicker as you wash it. I’m not a huge fan of that. It’s a towel, not a bottle of wine, and I want consistency over time. Also, if you’re not a Costco member, there’s a 5% surcharge. You can find Charisma towels at other retailers, like Amazon, but they are not as affordable.
GSM: about 572
Size: 30in x 58in
Available in: Blue, Dark Pink, White, Gray, Ivory
Material: Hygrocotton
Country of origin: India
Best waffle towel: Cozy Earth Waffle Towel
$108 at Cozy Earth (set of 2) $108 at AmazonFull disclosure: for now I have only tested one waffle towel – this one. But seeing as it comes recommended by both Oprah and the Today Show, I wanted to give it a whirl. I was not disappointed.
Why we love it: For those not up to date on all the towel tech out there, a waffle towel is woven to have a waffle-like texture. The pockets and dimples give you more surface area to help with absorbency without adding a lot of thickness. Also, because the material is a little thinner, air passes through more easily, aiding in drying.
On the performance front, the Cozy Earth Waffle Towels have a lot going for them. After showering, you can switch between the waffle and terry textures on opposite sides.
Funnily enough, these Cozy Earth Waffle Towels are not as cozy compared to something from Parachute or Frontgate. They’re 15% lighter while providing 60 more sq in of cover. What you’re getting with these towels is a focus on drying you well.
Finally, what sets these towels apart is their material. Cozy Earth used a mixture of 60% cotton and 40% viscose from bamboo. Bamboo has seen an uptick in popularity as a textile material because its fibers can be made very soft, and it’s more sustainable than cotton.
It’s a shame that… based on the way the towel is woven, I found that it’s not as durable as some of its competitors. I discovered a few snags after several uses. This could have been a manufacturing defect or damage accumulated during shipping. It was a quick drier – but not the quickest that I tested.
GPM: 700
Size: 30in x 58in
Available in: Light Gray, White, Charcoal, Sand, Harbor Mist, Brook, Birch
Material: 60% Cotton and 40% Viscose from Bamboo
Country of origin: China
Best for gift giving: Frontgate Resort Collection Bath Towels
$46.55 at FrontgateWhy we love it: Have you ever seen a movie that depicts a rich person’s home or at a five-star hotel, and they have monogrammed towels? Frontgate can give you that look and feel. The website offers an easy-to-use tool to customize a monogram. At the time of writing this, I could add my initials in gold thread for $12. It’s a great way to personalize a gift. Plus, it comes in 28 different colors, so you’ll find something that matches the person you’re buying it for.
As a towel, I thought it was decent. It’s similar in size and properties to the Brooklinen Super-Plush. It feels almost the same on the skin.
The biggest difference is the dobby border, which is significantly bigger on the Frontgate. It’s about 3.5 inches tall and runs the width of the towel, and there is one on either end of the towel. It lowers the total absorbency by a smidge, but it does make the towel about 90 grams lighter. If you ever thought the Brooklinen towels were too heavy, Frontgate has you covered.
It’s a shame that … the hem on the Frontgrate is a little thin for my tastes. The hem is like the spine of a book, keeping all the pages together, if it goes, the whole thing starts to fall apart. It measures around six millimeters compared to the 13.5 of the Brooklinen. I think it’s going to make it fray prematurely compared to its competitors. This bore out during the testing. The Frontgate started to pill after three strokes of the sandpaper compared to Brooklinen’s five.
GPM: 700
Size: 30in x 58in
Available in: White, Ivory, Chiffon, Linen, Caramel, Coffee, Cobblestone, Fog, Carbon, Graphite, Obsidian, Seascape, Chambray, Mediterranean Blue, French Blue, Indigo Blue, Aegean, Eucalyptus, Green Clay, Pine, Deep Teal, Marigold, Terracotta, Peony, Dahlia, Crimson
Material: Turkish cotton
Country of origin: India
Everything else we tested
Not every produce we test wins an award, but plenty of them are still worthy of consideration in different scenarios.
If you want to dip your toe in the high-end towel world: Quince Ultra-Plush Bath Towels
$59.90 at Quince (set of 2)Quince’s Ultra-Plush Bath Towels are very good. They’re made from Turkish cotton, just like those from Pachachute and Brooklinen. They have similar absorbency and soft texture. You can return your towels if you’re not satisfied, for free (Brooklinen charges a $9.95 fee), up to a year after purchase. But when high-end bath towels compete, it’s a war of inches. They are less dense than the competition and did not feel quite as luxurious to me.
GPM: 700
Size: 30in x 56in
Material: Turkish cotton
If you’re settling into a dorm room or small apartment: Room Essentials Everyday Bath Towel
$4 at TargetIf you need to fill out your linen closet and you shop at Target, you should check out Room Essentials Everyday Bath Towels. I picked them up from my local store for four dollars. This towel lives up to its price tag. I found it to be fairly absorbent, very durable, and somewhat soft. But they’re the same price as bath towels from Walmart and Ikea, without offering extra features like a loop for hanging or a compact design.
GPM: 450
Size: 30in x 54in
Material: Terry cotton
If you need to throw a towel in a bag: Mainstays 100% Cotton Bath Towel
$2.94 at WalmartMainstays is a Walmart-exclusive brand. It was by far the most affordable towel that I tested, at about $3. It also proved to be one of the most durable. But I found them scratchy against my skin. Overall it’s lighter and a little smaller than its competitors, meaning I think this is the towel you throw into a bag. Whether you’re going to the gym, the beach, or sending a kid off to camp, this towel will survive the trip, and the pricetag means you won’t really care if it gets lost.
GPM: 458
Size: 27in x 52in
Material: Terry cotton
If you’re already shopping at Ikea: VÅGSJÖN Bath Towel
$6.99 at IkeaThis Ikea exclusive is an affordable everyday use towel. It’s lightweight and has a sewn-on hook on the back for added convenience. I liked the woven pattern. It felt good for scrubbing my skin. But at the time of testing, the VÅGSJÖN cost about 20% more than the next most affordable towel from a major retailer.
GPM: 400
Size: 22in x 55in
Material: Terry cotton
If you want soft and inexpensive: Amazon Basics Towel Quick-Dry Oversize Bath Towel
$16.63 at Amazon (set of 2)Of all the entry-level towels I tested, the Amazon Basics towel felt the softest. However, I didn’t find them as absorbent as the ones from Walmart or Target. They technically live up to their title as being oversized, being two to three inches longer and wider than the entry-level towels. However, they’re more expensive per square inch than other entry-level towels.
GPM: ~405
Size: 30in x 54in
Material: Terry cotton
