There's something uniquely satisfying about wrapping yourself in a plush, ultra-absorbent towel after a shower, and Onsen has perfected that spa-like feeling for everyday life. Using high-quality Turkish cotton, their towels manage to be both incredibly soft and luxurious while still being practical and quick-drying.
If you're a fan of Onsen's minimalist aesthetic and commitment to quality but want to explore other options with a similar vibe, you're in luck. Here are 18 other brands that deliver that same indulgent, five-star hotel experience right in your own bathroom.
1. Brooklinen
Brooklinen is a major player in the direct-to-consumer bedding and bath space, known for its super high-quality essentials. Their towels, made from Turkish and Egyptian cotton, live up to the hype, offering an ultra-soft and plush feel that's highly absorbent. Their aesthetic is modern and minimalistic, making them a seamless fit for almost any bathroom design.
With prices ranging from $25 to $70, they're slightly more affordable than Onsen but deliver a very similar combination of everyday practicality and indulgent comfort. If you want that spa quality with a slightly friendlier price tag, Brooklinen is a fantastic starting point.
Shop now at brooklinen.com
2. Parachute
Known for its chic and understated home essentials, Parachute offers premium, hotel-grade bath linens crafted from plush Turkish cotton. Their towels feel soft and velvety, embodying a classic, minimalist vibe that's all about quality over flash. Many of their products are Oeko-Tex certified, meaning they are made without harmful chemicals or synthetics.
Priced between $30 and $60, Parachute shares Onsen's commitment to quality materials, but a key differentiator lies in its commitment to simplicity. So if you crave modern minimalism for home, this brand should be considered a great alternative.
Shop now at parachutehome.com
3. Snowe
Snowe designs home essentials with purpose, focusing on sleek, high-performance pieces that elevate everyday routines. Their towels are made from long-staple Egyptian cotton, resulting in exceptionally soft, absorbent, and quick-drying products. The aesthetic is decidedly modern and chic, perfect for contemporary homes.
With a price range of $35 to $80, Snowe echoes Onsen's upscale feel but brings a sharper, more minimalist design edge. They are a great choice for those who appreciate refined aesthetics combined with innovative materials.
Shop now at snowehome.com
4. Ritzwell
Leaning heavily into artisanal luxury, Ritzwell is a Japanese brand celebrated for its handcrafted towels made from premium cotton. Priced from $40 up to $100, these towels stand out for their intricate weaving patterns and satisfyingly heavy, luxurious weight. Their quality is immediately apparent in their soft, unique texture.
Ritzwell is a fantastic Onsen alternative for someone who appreciates true craftsmanship and tactile details. The key differentiator here is that handcrafted, heirloom feeling that elevates a simple towel into a piece of functional art.
Shop now at ritzwell.com
5. Cuddalore
For the eco-conscious luxury shopper, Cuddalore is a standout. They specialize in plush, highly absorbent towels made from sustainably-sourced organic cotton. Their commitment to ethical, fair-trade practices ensures that you can feel good about your purchase while still enjoying top-tier quality.
With prices ranging from $30 to $70, Cuddalore's towels feature a lovely natural texture. They offer a spa-like experience that rivals Onsen's but with the added benefit of being a more sustainable and environmentally mindful choice.
Shop now at cuddalore.com
6. Frette
If you've ever stayed at a high-end luxury hotel and marveled at the towels, there's a good chance they were from Frette. This legendary Italian linen brand is the gold standard in opulent, hotel-quality bath linens. Crafted from the finest long-staple cotton, their towels are known for unmatched softness and durability.
Starting around $50 and climbing to over $150, Frette offers a more classic and overtly lavish experience compared to Onsen's minimalist ethos. It's the perfect brand for when you want to bring that five-star, old-world luxury home with you.
Shop now at frette.com
7. Linum Home Textiles
Linum Home Textiles brings a touch of European elegance to the bathroom with their high-quality cotton and linen towels. They emphasize natural fibers and eco-friendly dyes, resulting in sophisticated towels with subtle, textured looks and neutral color palettes that feel both cozy and refined.
Ranging from $40 to $90, their products share Onsen's premium-quality feel and understated style. They're a great choice if you appreciate quiet luxury and the distinct texture that linen can bring to bath textiles.
Shop now at linum.com
8. Matouk
Crafted in the USA from Egyptian and Supima cotton, Matouk's towels are the definition of classic luxury. They are beloved for their plush feel, superior absorbency, and elegant, understated designs. What truly sets them apart is their option for custom embroidery, allowing for a personalized, monogrammed touch of refinement.
While sharing Onsen's commitment to quality materials, Matouk leans into a more traditional, almost preppy aesthetic. With prices from $40 to $100, it's the brand for anyone who wants that spa-like luxury with a classic, bespoke twist.
Shop now at matouk.com
9. Boll & Branch
Famous for their ethically made bedding, Boll & Branch applies the same principles to their fantastic bath collection. Their towels are crafted from 100% organic cotton, resulting in a product that is environmentally friendly and incredibly soft to the touch. The brand is Fair Trade Certified, meaning every purchase supports fair wages and safe conditions for workers.
Ranging from $30 to $70, these towels offer a buttery softness and a natural aesthetic that appeals to those who value sustainability as much as comfort. It's the perfect feel-good alternative to Onsen for guilt-free indulgence.
Shop now at bollandbranch.com
10. Hammam Linen
Drawing inspiration from traditional Turkish baths, Hammam Linen creates beautifully handcrafted towels from premium cotton. Their towels are often lightweight yet highly absorbent, showcasing intricate woven patterns and classic fringed edges that add a touch of bohemian flair.
Priced affordably between $25 and $60, Hammam Linen offers a similar artisanal, spa-inspired quality as Onsen but with more decorative, worldly designs. They are perfect for adding texture and visual interest to your bathroom.
Shop now at hammamlinen.com
11. Cultiver
With a focus on effortless luxury, Australian brand Cultiver creates European-inspired towels from natural cotton that feel both lightweight and plush. Their designs have a crisp, elegant simplicity with subtle textures that embody a casual-chic aesthetic.
Priced around $30 to $60, Cultiver's towels deliver a similar minimalist feel to Onsen's but lean into a more relaxed, almost coastal or beach-inspired vibe. They are an excellent pick for creating a tranquil and airy bathroom sanctuary.
Shop now at cultiver.com
12. The White Company
As the name suggests, The White Company excels at creating timeless, elegant home goods in a palette of whites, creams, and grays. Their towels are made from soft, long-staple cotton and are known for offering a high-quality, hotel-inspired experience with a more traditional British aesthetic.
Running from $40 to $90, they provide that same luxurious, spa-like feeling as Onsen but with a focus on classic, understated elegance rather than modern minimalism. It's a brand for those who love enduring, sophisticated styles.
Shop now at thewhitecompany.com
13. Coyuchi
Coyuchi has been a leader in organic home goods for decades, making them a trusted source for sustainable materials. Their towels are made from GOTS-certified organic cotton, ensuring they are plush, quick-drying, and free from harmful chemicals. The color palette revolves around natural textures and earthy tones inspired by the California coast.
They are priced from $45 to $100 and share Onsen's high-end, spa-quality feel. Coyuchi is a top choice for environmentally mindful consumers who refuse to compromise on luxury.
Shop now at coyuchi.com
14. Sferra
Another titan of Italian luxury linens, Sferra creates exquisite handcrafted towels from the finest Egyptian cotton money can buy. Their towels are unbelievably soft and durable, often featuring refined details like subtle embroidery. Sferra is synonymous with opulence and impeccable quality.
With a higher price point, typically from $70 to over $150, Sferra occupies a more traditional, super-luxury space than Onsen. It's an investment piece for those who want the absolute peak of Italian craftsmanship in their bathroom.
Shop now at sferra.com
15. Kassatex
Kassatex strikes a fantastic balance between affordability and luxury, specializing in hotel-quality towels made from Egyptian cotton. Their towels are beloved for their thick, velvety texture and excellent absorption, bringing a touch of five-star comfort to your daily routine.
Ranging from just $25 to $60, they offer that premium, spa-like comfort that Onsen is known for, often without the premium price tag. Kassatex proves that everyday indulgence doesn't have to break the bank.
Shop now at kassatex.com
16. Hammam Mosaik
For an authentic taste of Turkey, Hammam Mosaik crafts traditional bath towels from high-quality cotton. They feature vibrant, traditional woven patterns and designs that are both beautiful and functional. These towels are known for being lightweight yet highly absorbent, perfect for that true hammam-inspired aesthetic.
Sharing Onsen's artisanal, spa-quality appeal, Hammam Mosaik ($30 to $75) stands apart with its more colorful and culturally rich designs. They are a brilliant way to introduce pattern and personality into your space.
Shop now at hammammosaik.com
17. L.L.Bean
A trusted source for durable outdoor gear and home goods, L.L.Bean offers some of the most reliable and soft cotton towels around. Known for their practicality, absorbency, and classic designs, they consistently get rave reviews for holding up use after use, wash after wash.
While certainly more casual and less overtly luxe than Onsen, L.L.Bean provides excellent quality at an affordable price point, ($20-$50). If you want an amazing everyday towel that still feels wonderfully soft and spa-like, they will not disappoint.
Shop now at llbean.com
18. Linum
Focusing on the more high-end, European side of bath linens, Linum offers sophisticated towels made from linen and cotton blends. They emphasize minimalist luxury and artisanal quality, with subtle textures and a refined palette of neutral colors that feel both modern and timeless.
With prices from $50 to $100, Linum is an elegant alternative to Onsen. These towels are perfect for consumers who appreciate exceptional craftsmanship and understated design that speaks for itself.
Shop now at linum.com
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