Best towels 2025

A good bath towel is the difference between a cosy, spa-like embrace and a damp, scratchy letdown. 

The best towels wrap you in softness and wick away moisture. If you settle for thin, rough or barely absorbent bath towels, you’ll feel it (and possibly regret it) every single day.

That’s why we've put the most popular brands to the test, from catalogue staples like Matalan to high-end luxury brands such as The White Company.

Our testing has found that price is no indicator of quality, as some of the cheaper options outperformed the more premium bath towels.

The towels we tested

All the towels we tested are listed in alphabetical order below.

Only logged-in Which? members can view the best towels from our tests.

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Bedfolk Ripple Cotton Bath Towel

Available from Bedfolk (£40)

Sizes Face cloth (30 x 30cm), hand towel (50 x 76cm), bath towel (70 x 130cm), bath sheet (100 x 150cm), super jumbo (100 x 180cm)

Need to know Machine washable at 30°C, no bleaching or dry cleaning, can be low tumble-dried

Christy Renaissance Towels Egyptian Cotton

Available from Christy (£34)

Sizes Face cloth (33 x 33cm), guest towel (46 x 76cm), bath mat (52 x 90cm), hand towel (50 x 100cm), bath towel (76 x 142cm), bath sheet (89 x 173cm)

Need to know Machine washable at 60°C or 40°C, no bleach or peroxide, can be line-dried or medium tumble-dried

Christy Supreme Hygro Towel

Sizes Face cloth (33 x 33cm), guest towel (40 x 76cm), hand towel (50 x 100cm), bath towel (75 x 137cm), bath sheet (90 x 165cm)

Need to know Machine washable at 60°C or 40°C, no bleach, can be line-dried or low tumble-dried

Dock and Bay Bath Towels

Available from Dock and Bay (£28)

Sizes Small hand towel (85 x 40cm), large towel (160 x 70cm), extra large towel (180 x 90cm)

Need to know Cold machine washable under 30°C

Dorma Sumptuously Soft TENCEL Cotton Towel

Sizes Face Cloth (30 x 30cm), hand towel (50 x 90cm), bath towel (70 x 130cm), bath sheet (100 x 150cm), XL bath sheet (100 x 200cm)

Need to know Machine washable, not suitable for ironing, can be low tumble-dried

Dunelm Ultimate Cotton Towel

Sizes Face cloth (30 x 30cm), hand towel (50 x 90cm), guest towel (40 x 60cm), bath towel (70 x 127cm), XL bath towel (80 x 140cm), bath sheet (90 x 150cm), supersize bath sheet (100 x 200cm)

Need to know Machine washable at 40°C, not suitable for ironing, can be low tumble-dried

See our reviews of the best bathroom scales

John Lewis Egyptian Cotton Towels

Available from John Lewis (£18)

Sizes Face cloth (30 x 30cm) guest towel (65 x 40cm), hand towel (90 x 50cm), bath towel (135 x 70cm), bath sheet (165 x 90cm), extra large bath sheet (180 x 100cm)

Need to know Machine washable at 40°C, colour safe up to 60°C, tumble drying recommended

Marks & Spencer Ultimate Super Soft Pure Cotton Towel

Sizes Face cloth (30 x 30cm), guest towel (40 x 60cm), hand towel (50 x 85cm), bath towel (68 x 130cm), bath sheet (89 x 160cm), extra large bath sheet (100 x 200cm)

Need to know Machine washable on gentle cycle at 40°C, no bleaching or dry cleaning, can be medium tumble-dried

Matalan 100% Egyptian Cotton Towel

Available from Matalan (£11)

Sizes Hand towel (90 x 50cm), bath towel (130 x 70cm), bath sheet (150 x 100cm)

Need to know Machine washable at 40°C

Next Egyptian 100% Cotton Towel

Available from Next (£14)

Sizes Face cloth (30 x 30cm), hand towel (50 x 90cm), bath towel (70 x 120cm), bath sheet (100 x 150cm), extra large bath sheet (100 x 180cm)

Need to know Machine washable at 40°C

Next White Sparkle Rib Towel

Available from Next (£20)

Sizes Hand towel (50 x 90cm), bath towel (70 x 130cm)

Need to know Machine washable at 40°C, avoid fabric softeners

The White Company Spa Turkish Cotton Towel

Available from The White Company (£32)

Sizes Face cloth (30 x 30cm), hand towel (50 x 90cm), bath towel (70 x 125cm), bath sheet (100 x 150cm), super jumbo (115 x 180cm)

Need to know Machine washable at 40°C

How we test towels

We buy the best-selling and most searched-for towels from UK retailers. We buy every towel we test – no freebies from manufacturers – meaning our reviews are honest and unbiased.

We regularly revisit the towels on sale to see if there are any more popular models that need testing, and when we find them, we do so. On top of all our testing criteria below, one of our testers personally uses every towel. 

• Comfort A panel of people compares every towel against all the others.
• Durability The same panel of people then assesses the difference between a new towel and an identical towel that has been washed multiple times. We tested white towels only to enable easier comparisons.
• Absorption The towels are put in a washing machine on the rinse cycle. They are then weighed against their dry weight to measure how much water they've retained.
• Drying speed After being washed, the towels are hung on airers in a controlled drying room. Every hour, they are checked to see whether they have dried or not.

Why you can trust us: at Which? we're free from manufacturer and retailer influence. Find out more about our impartiality and how your support helps us to stay editorially independent.

How to make towels soft again

• Remove any detergent or softener build up Over time, towels can get stiff from leftover detergent and hard water deposits. Soak them in white vinegar, rinse, then wash them as usual to break down residue.
• Know when to let go If your towels are old or low quality, there may be no saving them. Instead of tossing them, repurpose them as cleaning rags or donate them to textile recycling.
• Combat hard water: Minerals in hard water can make towels rough. White vinegar helps break down these deposits, restoring softness. Avoid using baking soda, as it can irritate sensitive skin. A water softener might be a worthwhile investment if hard water is a persistent issue.
• Tumble dry for softness: A low-heat tumble dry helps keep towels fluffy. If air drying, finish them in the dryer for 10 minutes. Avoid drying them on or too close to radiators, as high heat can damage their fibres.

Not enough fluff? Read our complete guide to keeping your towels soft and fluffy.

How often should you wash your towels?

Aim to wash bath towels every three to four uses. Any less frequently and they start harbouring bacteria and mildew. If you shower twice a day or live in a humid environment, washing them even more often isn’t a bad idea.

Hand towels need more attention. Ideally, wash them every one to two days, since they get used multiple times and can collect germs fast.

Gym towels? Straight into the wash after every use – no exceptions.

Wondering how often you should wash your gym gear, jeans and delicates? Check out our washing guide for clothes, towels and bedding