The Softest Bath Towels of 2023, Vetted by Our Editors

If you’re anything like us, you’ll do just about anything to make your bathroom feel like a five-star hotel. Once you’ve nailed down the design (hello, zellige tiles and rainfall showerheads), there’s only one thing left to upgrade: ultra-soft towels. By “soft” we mean so smooth on the skin, it almost feels like a throw blanket. And aside from a thick, fluffy feel, you also want to make sure you’re selecting a bath towel that can 1. do its job (dry you) and 2. last over time (hold up in the wash). So below, we’ve outlined the ten absolute softest towels money can buy, plus expert advice at the bottom on how to choose one. 

Rhiannon Johns: London-based interior designer and head of brands at Piglet in Bed, which is known for its natural bed and bath items.

The softest towels on the market are typically made from all-cotton materials with a hefty weight that makes them fluffy. So, after pouring over hundreds of customer reviews—and testing (more than a few options) ourselves—our editors made sure each towel met the following criteria: 

1. Composed of at least 50 percent cotton
2. Has a GSM of 400 or more
3. Doesn’t exceed $70 for a single towel 

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• Materials: “Opt for cotton terry towels made from high-quality materials such as zero-twist cotton, which gives you the best start for long-term freshness and softness,” Johns says. “‘Zero Twist’ means that the yarn didn’t have to be twisted in the production process, which is only possible with high-quality cotton fibers, making your towels feel luxurious.” 
• Fiber Content: “One of the most important things to look for is the fiber content. Opt for natural fibers that haven't been mixed with other synthetic blends that could hinder its absorbency like 100 percent cotton, offering the perfect balance of quality and durability. Another thing to look out for is if the towel is OEKO-Tex Standard 100 certified. The Standard 100 is the most well-known and trusted certification for product safety. Products carrying that certification mean that they are free from high levels of over 100 known harmful chemicals and substances and It guarantees that the textiles you put near your skin are safe.”
• Size: “Bath towels come in a variety of sizes depending on the type of towel you require, with a bath sheet typically being the biggest of the towel family. If you are looking for a washcloth, standard sizes typically start from around 13 by 13 inches, followed by a hand towel measuring around 19 by 35 inches, a standard bath towel at 27 by 51 inches and a bath sheet measuring from [60 inches] and up.”
• Thickness & Absorbency: “‘GSM’ stands for the number of cotton grams per square meter. The higher the GSM, the softer and more absorbent the towel will be. When purchasing your towel, look for a GSM of 500 or above. Owing its thickness, it will provide you with far more durability than towels with lower GSM as these are typically less plush and wear far quicker over time.”

As Johns mentioned above, you want to look for 100 percent cotton towels, with an emphasis on keywords like “Turkish cotton” and “long-staple cotton” (which is the highest quality you can find for bath towels). She also warns: “Avoid decorative trimmings like crochet or frayed edges, which will show signs of wear and tear faster than the rest of the towel.”

“Make sure you shake any excess water from your towels before placing them in the dryer, as this will help fluff the material and keep them absorbent. Avoid leaving wet towels to sit in the washer for a long period of time, as this can result in an unpleasant musty smell.” She also adds, “Your towels will last longer if you dry them on low heat, as high heat will damage the cotton fibers. Dry on a 40-degree heat, which will help achieve your desired softness, eliminating bacteria in the process. In the summer months, take advantage of the sun to let your towels air dry—the ultimate all-natural dryer that helps maintain the integrity of the fabric, and keeps your towels soft and fresh.”

Why do towels tend to harden over time? Mainly, because of residue from detergents, softeners and oils that build up within the fibers. “Avoid using harsh chemicals such as chlorine bleach, as it could affect the quality and color of your towels. Adding fabric softener coats the fibers with residue, which can hinder water absorption. Instead, use wool dryer balls to help fluff fibers and speed up drying time,” she explains. She also adds: “Nearly all new towels are coated with softeners that are often used during the finishing process, which provides that extra-fluffy look that you see at the store. This coating can restrict the absorbency of your towels, so it’s best practice to wash them before your first use.”