This Is Consumer Reports' Highest-Rated Bath Towel Brand In 2026

When you find the perfect towel, it's hard to give it up. Even as it starts to form holes and tears, you may be loath to leave behind your perfect and now-ratty towel to find a new one. While some towels can feel like luxury, others leave a lot to be desired. With the help of Consumer Reports, though, that problem might be alleviated. The company tested out 20 different brands to determine which was the best. At the end, the results showed that there was a clear top-rated bath towel brand for 2026 – Quince. 

To determine the best towels and brands, Consumer Reports focused on five specific categories, which were "drying," "softness," "shrinkage," "changes in softness," and "dryer energy use." After collecting all of this information, the company totaled the categories to collect final scores. Quince's Turkish Waffle Bath Towels were used for the test, received an impressive score, putting this brand at the top of the list. They earned a high 96 out of 100, with their only negative being that they shrink a little when they are washed, according to CR's surveys. However, in every other category, this product and the Quince brand came out on top. For those who have been looking at new towels for a while, this might not be surprising, considering it was also one of Consumer Reports' 3 highest rated towel brands for your bathroom in 2025.

It's not much of a surprise that these towels ranked high on the list. They are made from 100% Turkish cotton, which is one of the best materials for your bathroom towels. While Consumer Reports rated them highly, they weren't the only ones. On Quince's website, they have a 4.8 average rating. People describe them as not being too fluffy, but still great at drying, and their thinner design also means the towel itself dries quickly. Though they aren't fluffy, they are still incredibly soft. If you're looking to replace your old ones, these are a great swap. Then, you can find ways to reuse your old towels around the house while you enjoy ultimate luxury with your new, soft ones.

One of the biggest complaints about these towels seems to be their large size. The standard bath towel measures 27 by 54 inches. The Quince ones rated by Consumer Reports are 30 by 56 inches. It's not a dramatic difference, but it's good to know in case you're looking for something smaller.

Of course, while these towels in particular are great, they aren't the only ones Quince sells. If you feel you're really going to miss having something soft and fluffy and don't mind slower drying times, the Turkish Ultra Plush Bath Towel is another great option. They also have ribbed towels, which are a happy middle ground between the waffle and the ultra plush options.