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.

Updated in February 2026 by Jon: we’ve added three towels to the list from our ongoing testing and given the article a check.

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At a glance

• Best overall bath towel
  Parachute Organic Super Plush towel

$59 at Parachute

• Best value bundle
  Brooklinen Super-Plush Turkish Cotton Bath Towels

$84 at Brooklinen (set of 2)

• Best quick-drying towel
  Pottery Barn Hydrocotton Quick-Dry Towel

$34.50 at Pottery Barn

• Best waffle towel
  Cozy Earth Waffle Towel

$108 at Amazon

• Best towel for gifting
  Frontgate Resort Collection Bath Towels (Set of 6)

$40 at Frontgate

• Best spa-style bath towel
  Riley Spa Towel

$48 at Riley

• How I tested these towels: our testing methods are directly below

• All the towels I’ve tested: scroll down past our top picks to see a few more

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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.

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How I tested bath towels

Reviewing these bath towels 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.

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Best bath towel overall:

Parachute Organic Super Plush towel

$59 at Parachute $59 at Nordstrom

The 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: This bath towel feel like a luxury bathrobe. It’s fluffy but not shaggy. In technical terms it has a density of 750 grams per square meter (GSM) – super-cheap towels have a GSM 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.

GSM: 750 (Cheap towels have a GSM of less than 300 and towels start to feel thick at a GSM over 500)
Size: 30in x 56in
Available in: Sage, White, Bone, Adobe
Material: Turkish cotton
Country of origin: Turkey

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Best value bundle:

Brooklinen Super-Plush Turkish Cotton Bath Towels (2 pack)

$84.15 at Brooklinen $99 at Amazon

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 square 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.

GSM: 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

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Best quick-drying towel:

Pottery Barn Hydrocotton Quick Dry Towel

$34.50 at Pottery Barn

If you’re tired of your towels always being damp or developing odors, check out Pottery Barn’s Hydrocotton towel. It’s made from 100 percent cotton that’s spun in a special way to increase airflow and evaporation, reducing mildew and bacterial growth.

Why we love it: In our evaporation and general use tests, the Hydrocotton Quick-Dry Towel always smelled hygienic and felt dry to the touch. Unlike other quick-drying towels we’ve tested, it also retains a plush texture as opposed to a rougher terry cloth feel – a touch of spa-like luxury.

We also like that you can customize it. Pottery Barn offers monogram services for a moderate fee, with 21 different fonts and 15 colors to choose from. This is especially great if it’s a gift. It’s an easy, low lift to add this kind of personal flourish.

It’s a shame that … at 550 GSM, it’s thicker and plusher than many big box store towels (Target, Walmart brands), but you won’t feel like you’re enveloped in a cloud like some of our top picks. We understand it’s a compromise; the plusher the towel, the harder it is to dry, but it is something to keep in mind when shopping.

GSM: 550
Size: 28in x 55in
Available in: White, Ivory, Heather Oatmeal, Taupe, Soft Rose, Mocha Mousse, Chocolate, Heather Charcoal, Flagstone, Heathered Gray, Gray Mist, Light Blue, Navy, Loden, Eucalyptus, Porcelein Blue, Rosewater, Cornflower
Material: Turkish Cotton
Country of Origin: Turkey

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Best waffle towel:

Cozy Earth Waffle Towel

$108 at Amazon $108 at Cozy Earth (set of 2)

Full 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

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Best towel for gifting:

Frontgate Resort Collection Bath Towels

$46.55 at Frontgate

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.

Why we love it: Frontgate’s 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

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Best spa-style towel:

Riley Spa Towel

$48 at Riley Home

The Riley Spa Towel hits a very specific note. It’s a high-class terry cloth towel. If you like a heartier, less plush texture to scrub yourself dry, and the thought of a super-thick towel makes your skin crawl, this is the one for you. There’s no nonsense here.

Why we love it: The loops of the weave survived our durability test with flying colors. The hem is also double-stitched, which will reduce the odds of fraying in the wash. We also like the fact that this towel has a loop for hanging. If you take your towel to the gym, we want one with a well-sewn hook to ensure it doesn’t slip onto the floor.

It’s a shame that … it’s so expensive. This towel carries the same price tag as our “best overall” towel. However, it’s significantly less plush. It’s also made from Egyptian cotton, which is good for bed sheets, but when it comes to towels, Turkish is the way to go in our opinion. It’s quicker to pick up water and quicker to dry.

GSM: ~700
Size: 30in x 58in
Available in: Cloud, Smoke, White, Oatmeal, True Navy, Platinum, Deep Lagoon (Limited Edition), Noir, Green Moss, Mocha Mousse, Blush
Material: Egyptian Cotton
Country of Origin: Portugal

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Everything else we tested

Not every product we test wins an award, but plenty of them are still worthy of consideration in different scenarios.

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A step up from bare minimum:
Threshold Spa Towel

$15 at Target

If you shop at Target and want to go a step above its affordable Essentials lineup of home goods, you’ll see the Threshold Spa Towel. In our testing, it feels as if you took one of the spa towels higher up this list and gave it a shear with some hair clippers. This is because it’s made from terry cloth so it lacks the longer fibers a Turkish cotton would have, but is still spun as thick as the cheaper cotton can get.

It didn’t make the cut because … it’s soft to the touch, but not very fluffy compared to the competition. However, it’s not a terrible towel! It absorbs fine and it’s quite affordable, so it’s a great way to see if you terry cloth is fine for you or if you might want to upgrade to Turkish cotton.

GSM: 550-800 (listed) 660 (ours)
Size: 30in x 56in
Material: Terry Cloth

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If you want to try a high-end towel:

Quince Ultra-Plush Bath Towels

$60 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 $10 fee), up to a year after purchase.

It didn’t make the cut because … 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.

GSM: 700
Size: 30in x 56in
Material: Turkish cotton

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If you just need a decent towel:
Room Essentials Everyday Bath Towel

$4 at Target

If 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.

It didn’t make the cut because … 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

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Another good quick-dry towel:
Charisma 100% Hygrocotton Towel Sets

$33 at Costco (set of 2)

This was our previous pick for top quick-drying towel. 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 a good 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. It feels a little rougher than Brooklinen or Parchachute, but I liked that. Sometimes you want an “aggressive” towel that won’t make you feel like you’re being pampered.

It didn’t make the cut because … Pottery Barn’s towel is just a bit better. 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.

GSM: about 572
Size: 30in x 58in
Material: Hygrocotton

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If you need a towel to throw in a bag:

Mainstays 100% Cotton Bath Towel

$3 at Walmart

Mainstays 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. It didn’t make the cut because … I found them scratchy against my skin. Overall it’s lighter and a little smaller than its competitors, meaning I think this is that 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 price tag means you won’t really care if it gets lost.

GPM: 458
Size: 27in x 52in
Material: Terry cotton

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If you’re already shopping at Ikea:

VÅGSJÖN Bath Towel

$7 at Ikea

This 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. It didn’t make the cut because … 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

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If you want soft and inexpensive:

Amazon Basics Quick-Dry Oversize Bath Towel

$17 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

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This guide was originally published in October 2025 and has been updated since.