16 Mar 2026 Are Expensive Towels Worth It? Here’s What Actually Makes the Difference
Should you drop a load of cash, or are the cheapies fine?
See the full article on Real Simple
Key Takeaways
- Higher-priced towels feel softer, last longer, and absorb better thanks to higher-quality cotton, denser construction, and thoughtful finishing.
- You don’t need the priciest option—mid-range towels made from long-staple cotton with moderate thickness offer the best balance.
- Splurging can make sense for everyday luxury or guest spaces, but paying extra for a designer label doesn’t always mean better performance.
You’re standing in the towel aisle at your local home goods store, trying to choose between the really expensive option and the value brand. They look pretty much the same, so why are the price tags drastically different? It’s an excellent question, and we’re getting to the bottom of it.
From materials and construction to absorbency and longevity, we asked pros to share what factors actually matter, and whether a higher price tag truly translates to a better post-shower ritual.
Meet The Expert
- Robin Murphy, president of Maid Brigade in Westchester, New York
- Amy Switzer, textile expert and interior designer
Why Are Some Towels So Expensive?
From a practical consumer POV, the biggest factors that affect the cost of towels are materials used, towel density, construction quality, and the brand.
Material
The type of cotton used greatly affects a towel’s price point, says Amy Switzer, textile expert and interior designer. She says, “Long-staple cottons—like Turkish cotton, Egyptian cotton, and Supima cotton—create softer, more durable, and more absorbent towels.” Conversely, she adds that lower-quality cottons use shorter fibers, which break down faster over time.
Towel Density
The weight, density, and overall thickness of a towel are graded on a “grams per square meter” (GSM) scale. “Higher GSM towels feel more plush and absorbent, but they take longer to dry as a result,” Switzer explains. “Lower GSM towels are lighter and more practical for everyday use or spaces with a lot of turnover.” Naturally, if more material is used, the towel is going to be more expensive.
Construction Quality
How the towel is made matters just as much as the material. “Zero-twist or low-twist yarns create a softer feel, while tightly woven loops and reinforced edges help with durability and longevity,” Switzer says. “Pre-washing, dye quality, and finishing techniques all impact how the towel feels and performs over time.”
Robin Murphy, cleaning expert and chief cleaning officer of Maid Brigade, says that better quality construction ultimately affects how the towel feels, how well it holds up to repeated washing, and even how long it stays soft and fluffy. Bottom line: Higher quality definitely makes for a better towel, but it also increases the price.
Brand
In the same way you spend way more on a Chanel handbag compared to a generic label, fancy towel brands simply cost more. You’re paying for the name itself, the marketing, and the packaging, Murphy says. The quality may be better, but she says a fancy name probably won’t make a meaningful difference in the towel’s performance.
Are Expensive Towels Really Better?
Yes, in most cases expensive towels are technically better. That’s not to say you have to buy the most expensive towels, but spending a little more means a better dry-down and improved durability.
“I don’t believe the most expensive towel is always the best, but I also don’t think going cheap is worth it. Towels are something you use every single day, so performance really matters,” Switzer says. “For me, it’s about finding that balance where you’re paying for quality materials and construction, not just a brand name.”