Your free fortnightly recommendation – it's on us
Drawing on nearly half a decade at Which?, Natalie helps readers cut through the noise with practical guidance on trending products, pest control, cleaning advice and money-saving tips during the sales.
Every fortnight, Which? free account owners are given an exclusive glimpse behind the curtain at some of our members-only product reviews.
This week, we're comparing two budget-friendly towels – one soaked up praise for its comfort and durability, while the other struggled to make a splash. Read on to discover which is worth making room for on your rail.
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At a glance: Matalan 100% Egyptian Cotton Towels vs Next White Egyptian 100% Cotton Towels
Date tested: February 2025.
'gsm' = grams per square metre, a metric for measuring the weight and density of a towel's fabric. 600gsm is a medium-to-heavy weight, designed to be fluffy and soft with reasonable drying times.
Matalan 100% Egyptian Cotton Towels (84% – Best Buy, Great Value)
Available from Matalan (£11)
We like: Extremely comfortable, dries fairly quickly after use, affordable
Watch out for: Doesn't absorb quite as much water per pass, so it can take a little longer to dry yourself completely
Our panel were impressed with the lasting softness of these towels – in fact, they couldn't tell the difference between a brand-new one and one that had been washed multiple times.
As well as being comfortable and durable, these towels were also cheap enough to earn our Great Value recommendation.
For Which? members only: see our full Matalan 100% Egyptian Cotton Towels review
Next Egyptian 100% Cotton Towel (56%)
Available from Next (£14)
We like: Decent price
Watch out for: Only OK for comfort, not the most absorbent, some change after multiple washes
These towels from Next were disappointing. Despite being reasonably comfortable, they lacked absorbency and remained a little damp for a couple of hours after use.
For Which? members only: see our full Next Egyptian 100% Cotton Towel review
Our expert says
Hardeep Channa, Which? senior researcher and writer
'These options from Matalan and Next appear remarkably similar at first glance. Both are made from 100% cotton, have a weight of 600gsm and are sold at a similarly budget-friendly price point. However, our testing revealed stark differences in softness and durability.
'The Matalan towels were among the best-performing and most affordable options we tested, earning both a Best Buy and Great Value recommendation. By contrast, the Next Egyptian Cotton towels were underwhelming.
'In our testing, we assessed options ranging from under £2 to £40 to find out whether spending more really delivers a premium experience. Which? members can see the full results in our round-up of the best bath towels.'
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