Top Picks: Luxurious Towel Brands for Ultimate Comfort

When it comes to selecting the perfect towel, it's essential to consider both comfort and durability, ensuring that your choice provides an indulgent experience after every shower. The towel market is vast, with numerous brands striving to offer the utmost in quality and style. From plush cotton to innovative textile blends, some brands stand out for their commitment to fine craftsmanship and sustainability. To discover which brands have made their mark in the world of luxurious and functional towels, we invite you to explore our curated list below.

Illustration of towels

Best brands of towels in 2025

Brooklinen

Brooklinen is renowned for producing some of the best towels in the market, particularly its Super-Plush Turkish Cotton Bath Towels, which boast 100% long-staple Turkish cotton for exceptional softness and durability. These towels have a luxurious weight of 820 GSM and are OEKO-TEX(r) STANDARD 100 Certified, ensuring they meet strict global criteria for safety. Brooklinen's towels have garnered accolades, including the Good Housekeeping Institute Seal Winner, and are praised by publications like People and Forbes. The company's strong online presence is complemented by a significant 227% year-over-year net sales growth in its physical retail stores in 2021. Brooklinen's commitment to quality and sustainability has made it a leader in the bedding and linen industry.

Parachute

Parachute is renowned for producing high-quality towels, crafted from 100% Turkish cotton, which is the industry standard for excellence. Their towels boast a 700 GSM weight, equivalent to 5-star hotel quality, and are both plush and fast-drying. Parachute's products are Oeko-Tex certified, ensuring they are free of synthetics and chemicals. The company, founded in 2014, has seen significant growth, with a 58% year-over-year revenue increase to about $150 million in 2021. Their trade business has also surged, with a 112% year-over-year sale increase from trade customers.

Boll & Branch

Boll & Branch is a renowned brand for luxury bedding and bath products, particularly noted for its high-quality, organic cotton towels. Founded in 2014 by Missy and Scott Tannen, the company is headquartered in Summit, New Jersey, and has expanded to include several physical retail locations. Boll & Branch is distinguished by its use of 100% long-staple organic cotton, certified by Fair Trade USA and GOTS, ensuring both ethical and sustainable manufacturing practices. Their Plush Bath Towels are velvety soft, exceptionally absorbent, and maintain their quality over time, although some softness may diminish after six months of use. The company has received significant funding, including a $100 million investment from L Catterton in 2019, and has an estimated annual revenue of $38.9 million.

Frontgate

Frontgate is renowned for producing some of the best bath towels, consistently topping reviews for their luxury and performance. Made from 100% long-staple Turkish cotton, these towels are praised for their soft, thick, and absorbent texture, earning perfect scores in absorbency tests and high marks for durability and softness. They are available in a wide range of colors, with up to 27 options, and have been named the best overall bath towel for several years, including a five-year streak as the top pick by Wirecutter. Despite some minor shrinkage and slower drying times, these towels maintain their quality even after multiple washes.

Snowe

Snowe is renowned for producing some of the best towels on the market, particularly its Classic Bath Towel, which is made in Portugal from 100% long-staple cotton, ensuring durability and softness. This towel is ultra-soft, fluffy, and highly absorbent, thanks to a technology that traps air in each cotton fiber, making it lightweight and quick-drying. It loses four times fewer fibers than the competition, even after multiple washes, and has been praised for its consistent quality over two years of use. Available in five neutral colors, Snowe's towels are a favorite among guests and homeowners alike. The brand's commitment to quality and innovation has earned it a reputation as a master of home essentials. For more details, visit Snowe's official website to discover their Classic Bath Towel selection.

Coyuchi

Coyuchi is renowned as one of the best producers of towels, particularly for its commitment to sustainability and luxury. The brand uses 100% organic cotton certified by the Global Organic Textile Standard (GOTS), ensuring environmentally and socially responsible manufacturing. Coyuchi's towels, such as the Temescal Organic Towel, have received perfect scores for absorbency and are praised for their luxe ribbed appearance and high absorbency. The company has seen significant growth, with a 26% year-over-year net sales increase in 2021, reaching $33.3 million in net sales. With over 30 years of experience, Coyuchi continues to innovate in the sustainable luxury home goods market. For more information, visit their official website.

Turkish Towel Company

The Turkish Towel Company, although rated 'not good enough' in terms of environmental and labor practices, is a notable producer of high-quality towels, offering premium hotel towels and robes that enhance everyday comfort and style. The company uses some eco-friendly materials, including organic cotton, but lacks evidence of minimizing textile waste, reducing greenhouse gas emissions, or implementing water reduction initiatives. Despite these shortcomings, it is a direct-to-consumer (DTC) brand that provides a lifetime guarantee on its products. The global bath towel market, in which the company operates, was valued at $9,820 million in 2018 and is estimated to reach $15,900 million by 2025. However, the company's labor practices, including sourcing from countries with high risk of labor abuse, remain a significant concern.

Pottery Barn

Pottery Barn is renowned for producing some of the best towels on the market, particularly with their Hydrocotton Organic Quick-Dry Towel, which has been a favorite for over two years due to its fluffy and dense fibers, high durability, and excellent absorbency. Made from organic long-staple Turkish cotton, this towel offers a luxurious feel and great value, with a substantial construction that is not too heavy. It has received perfect scores for absorbency and high ratings for softness and durability, even after multiple washes. Despite some initial lint release, it remains one of the softest and most comfortable towels available. The towel's 650 GSM weight and availability in multiple colors make it a top choice for everyday use. For more details, check out the review on The Spruce.

Ralph Lauren

Ralph Lauren, while primarily renowned for its high-end apparel and lifestyle products, also offers premium home goods, including towels, as part of its extensive product line. The brand's commitment to quality and classic designs extends to its home furnishings, ensuring a luxurious and elegant touch in every aspect. Although the primary focus of Ralph Lauren is on fashion, its home products, such as towels, are crafted with the same attention to detail and quality that the brand is known for. For instance, in the fiscal year 2024, Ralph Lauren's global net revenue, which includes revenue from home goods, amounted to significant figures, with Europe contributing about $1.97 billion. The brand's strong market presence, with a market share of 4.51% in the Apparel, Footwear & Accessories industry as of Q3 2024, underscores its reliability and quality across all product categories.

Matouk

Matouk, a renowned luxury linen brand, has been a benchmark for high-quality towels and home textiles for nearly 100 years. Known for its plush and sophisticated feel, Matouk's towels, such as the Milagro collection, are crafted from 100% zero-twist long-staple cotton yarns, ensuring exceptional softness and durability. The company saw a significant 51.9% revenue growth from 2020 to 2022, driven by increased demand for home furnishings and its domestic manufacturing capabilities. Matouk's products are favored by interior designers, luxury department stores, and high-end hotels worldwide. The brand's commitment to quality and sustainability is evident in its use of clean solar energy and state-of-the-art production tools.