This is the face towel to get if you want one that feels luxurious on day one and still feels great two years later, that's rare, and it's why it keeps winning.
What holds up
Perfect 5/5 absorbency score in Good Housekeeping Lab tests
Stays soft after 2+ years of regular washing, testers say it gets better over time
GOTS-certified organic Turkish cotton at 550 GSM
Available in 18 colors with matching washcloths and hand towels
What to know
Slower to dry than other towels despite 'Quick-Dry' branding
Releases significant lint in dryer during first few washes
Higher price point than budget alternatives
Expert verdict
This towel from Pottery Barn outperformed more than 90 other bath towels in our tests. It's luxurious yet not too heavy, with a soft, fluffy pile and lightweight backing fabric.
Good Housekeeping InstituteView sourceExpert verdict
We love the Pottery Barn Hydrocotton Quick-Dry Bath Towel so much that we're still using it after two years. What first caught our attention was the towel's texture. It's fluffy and dense, with the perfect balance of plushness without being overly thick and weighty.
If you want to feel like you're at a five-star spa every morning, Brooklinen's Super-Plush is the move. Nothing else at this price comes close for sheer indulgence.
What holds up
820 GSM, heaviest weight of any top-tested towel, almost blanket-like
Maintains softness and texture after 4+ washes in testing
Excellent absorbency scores in Good Housekeeping Lab
Sheds very few fibers despite extreme plushness
What to know
Longer dry time due to thickness, needs to hang fully open
No hanging loop despite premium price
Requires multiple passes to fully dry off
Expert verdict
It excelled in our Textiles Lab evaluations for absorbency and was unanimously rated as soft by our consumer testers.
Good Housekeeping InstituteView sourceExpert verdict
The Brooklinen Super-Plush Turkish Cotton Bath Towels are true to their name, offering exceptional plushness and performance. Even after four washes, this towel maintains its comfortable feel. It stays soft right out of the dryer, so it feels like a real treat every time you use it.
If your bathroom doesn't have great ventilation, stop fighting it with a thick terry towel. The Brooklinen Waffle dries so fast you'll never deal with that damp, mildewy smell again.
What holds up
Dries in mere hours vs. nearly a full day for plush towels
Pre-washed for immediate softness and reduced shrinkage
OEKO-TEX certified for chemical safety
Zero signs of wear after 2+ years of testing
What to know
Less absorbent than plush terry options, not ideal for hair drying
Waffle weave can catch and snag easily
Slightly see-through due to airy weave
Expert verdict
I've been using these towels for over two years and am happy to report that they've shown zero signs of wear.
Before trying waffle sheets, I wouldn't dare place my towel on my bed after drying, not even for a moment. Fast forward to now, I leave my towel there while getting dressed, and my bed stays completely dry underneath. I've never noticed a damp or mildewy smell either.
For face towels you'll rotate through frequently (as you should), the Amazon Basics 2-pack is the smart buy. Stock up, wash often, and replace without guilt.
What holds up
Under $10 per towel, best price-to-performance ratio tested
Multiple expert testers said it feels 3x more expensive than it is
Maintains softness after extensive laundering
Lightweight and quick-drying by design
What to know
Lower absorbency scores than premium options in lab tests
Some shrinkage after repeated laundering
Thinner feel, not ideal for those who prefer plush towels
Expert verdict
Many testers guessed this towel was over three times the price.
Good Housekeeping InstituteView sourceExpert verdict
It feels lightweight, it's thinner and less dense than other towels, yet it is still super soft.
Most towels make you choose between absorbency and fast drying. Everplush figured out how to do both, which is why it keeps showing up as the top pick on Amazon roundups and expert lab tests alike.
What holds up
Unique cotton-microfiber construction delivers both absorbency and fast drying
Outperformed 40+ towels for drying speed in Good Housekeeping Lab
Comes as a 6-piece set (2 bath, 2 hand, 2 washcloths) at an accessible price
Testers describe it as 'cloud-like' and 'luxurious' despite affordable price
What to know
Shows more pilling and fuzz in the wash than pure cotton towels
Blended material may not appeal to those who prefer 100% natural fibers
Some lint shedding with laundering
Expert verdict
A favorite of several GH Textiles Lab analysts, Everplush's bath towels have a unique construction that stands out from other bath towels we've tested. Not only did they ace our drying and absorbency tests, but they also earned high marks for their strength and shrink resistance.
Good Housekeeping InstituteView sourceExpert verdict
If I could replace all my home towels with this one, I would.
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