Splurge or Save: Should You Buy These $150 Oprah-Approved Bath Towels or Martha Stewart’s $20 Alternative?

Written by

Nikol SlatinskaCommerce Shopping Writer at Apartment Therapy
Nikol SlatinskaCommerce Shopping Writer at Apartment Therapy
I write home shopping content for Apartment Therapy. My job entails product testing and reviewing, as well as writing serviceable shopping guides for furniture and home decor. I received my undergraduate journalism degree at the University of Missouri and wrote for local publications in my college town.
updated Jun 27, 2024
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graphic showing side by side photos of Cozy earth bath towels and a Martha Stewart Collection bath towel
Credit: Photos: Cozy Earth, Macy's

There’s no bad time to spring for new bath towels, but you definitely want to make sure your bathroom is equipped with high-quality linens ahead of the warmer, more humid seasons. The wrong towel will take forever to dry (resulting in mildew) and unravel at the seams after just one or two washes. So, you want to make sure you invest in something well-made from the get-go.

With so many options on the market, it’s difficult to know which brand, material, or price point to choose. Luckily, our editors test bath towels year-round, so we have some valuable insight in this department. In this edition of our Splurge or Save series, we’ll be focusing on two of our favorites. As always, we’ll try to answer the question of whether you should splurge on the pricey option or go with the cheaper alternative. The products in question have both been tested and come highly recommended by our editors, so no matter which towel you end up buying, there’s no wrong choice.

One of the bath towels that instantly comes to mind when thinking about AT-loved products is Cozy Earth’s ribbed terry bath towel, which comes in a set of two for $150. On the other end of the price scale is the Best List-winning spa cotton bath towel from Martha Stewart’s collection for Macy’s. When it comes to purchasing your next bath towel, should you splurge or save?

Credit: Photos: Cozy Earth, Macy's

Cozy Earth vs. Martha Stewart Collection

Cozy Earth is not only an Oprah-approved brand we’ve covered before in this series, but it’s also generally one of our favorite destinations for first-rate bedding and bath essentials. That includes the ribbed terry bath towels, although at $75 a piece they’re not the most budget-friendly. Meanwhile, Macy’s is a go-to retailer for affordable home goods, like those from the Martha Stewart collection. Keep reading to learn how the line’s $20 bath towel stands up to its more expensive counterpart.

Overview of Cozy Earth’s Ribbed Terry Bath Towels

If you’re looking to make your bathroom feel like a spa, the most effective change you can make is to switch out your old bath towels for something luxurious, like Cozy Earth’s ribbed terry towels. Made from a blend of cotton and bamboo viscose, the towels are at once soft and absorbent (not to mention easy on the eyes). You can snag a set in one of three neutral colors — charcoal, light gray, or white — and you’ll have no problem matching them to the rest of your bathroom decor.

Of course, we love the towels’ ribbed texture for more reasons than its visual appeal. It makes the towels feel much plusher compared to your basic terry bath towel, and that density further contributes to the impressive absorbency. Commerce SEO Editor Sarah described them as her new go-to set after giving her bathroom a makeover, emphasizing their 800 GSM, or grams per square meter. Simply put, the higher the GSM, the softer and more absorbent a towel is.

“These towels feel phenomenal on the skin and more than live up to their absorbent claims — I was practically dry after the first unwrap!” Sarah wrote. “I also found that these towels washed incredibly well, retaining the softness I was terrified they might lose.” She was also thrilled to find that each towel has a hanging loop, so you can rest assured that it’ll never slip off its hook or remain bunched up and damp in one spot.

In reading the towels’ reviews on Cozy Earth’s website, multiple shoppers wrote of returning to buy more of the ribbed terry collection after trying them. “I bought the washcloths first,” one customer noted. “After using those on my face, I decided I had to have the towels. It was a smart decision and worth the splurge. I’ve only been using them for a week, but I think these are superior quality, extremely soft and cozy!”

Other AT staffers who use Cozy Earth’s bath towels will also tell you the brand’s soft goods are worth the splurge. As long as you take proper care of them, you’ll find the towels to be incredibly long-lasting. In other words, the inevitable low cost per use alone makes the towels worth the price.

Overview of the Martha Stewart Collection’s Spa Bath Towel

Even though we think well-made towels are ultimately a worthy investment, we still aim to find the best of the best at all price levels. If you’re working with a tight budget, the Martha Stewart Collection spa bath towel from Macy’s is a more-than-adequate option. One retails for just $20, although you can frequently find it on sale for as low as $10. And, if you like a wider color selection, you’ll be happy to learn that the spa cotton towel comes in 13 pretty hues, from neutrals like sandstone and meringue to punchier colors like pink ice and melon.

Even more impressive when you consider its low price is the fact that this towel is 100% cotton. When Assistant Social Editor, Ayanna, tested it for our Best List, she described it as soft yet durable. “You instantly feel the softness and plushness once you take it out of the bag, and after the first wash, it still holds up,” she said. “After the second wash, it is still soft — definitely a towel that I will buy more of.” In fact, you can also snag this winning pick in a larger bath sheet size and complete the collection with a matching bath mat.

Like Cozy Earth’s ribbed terry towel, the spa cotton bath towel is visually appealing in its own way. Specifically, it features an eye-catching geometric jacquard border that adds texture without being too loud. Whether you use this as your everyday bath towel or buy a set to stock the guest bath, it’ll instantly refresh the space.

Another feature of note is that the spa cotton bath towel is OEKO-TEX certified. This means it was made in environmentally friendly facilities without the use of harmful substances. So, if you or someone you live with has allergies or sensitive skin, that’s all the more reason to opt for this affordable bath towel. 

The Verdict

If you’re able to, you should splurge on nice towels that you’ll be able to use for years and years. As a result, we recommend going with Cozy Earth in this case. Although the Macy’s towels are a great starter option for a first apartment or dorm room, based on editor testing and customer reviews, they’re not quite as durable as the ribbed terry towels. And even though both towels are prone to discoloration with improper use and care, that is one of the most common problems Macy’s customers report, so we think the Cozy Earth towels will hold up better in the long run.

Additionally, we love that the spa cotton bath towel is OEKO-TEX certified, but with Cozy Earth, you can also trust that the brand’s products are made of premium materials, using responsible practices. We’ve certainly found that to be the case in our own testing; whether we’re talking about the brand’s cooling bamboo sheet set or one of its bath towel collections, we’ve come to only expect the best.

Finally, if there’s one room in your home that should feel like a sanctuary, it’s the bathroom. The linens you use are just as important in achieving that desired ambience as, say, plentiful storage space and a shower head with good water pressure. Therefore, expensive towels are a purchase you’ll never regret. Although we’re sure you’ll like the Martha Stewart Collection towel, it’s ultimately Cozy Earth for the win.

Buy: Cozy Earth Ribbed Terry Bath Towels, Set of 2, $150
Buy: Martha Stewart Collection Spa Bath Towel, $20