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Waffle towels get their name from their distinctive honeycomb grid weave, which looks almost exactly like a waffle iron pressed into fabric.
Unlike traditional terry cloth, which relies on dense loops to absorb water, waffle structure uses a more open, textured weave. Because of that, the design creates more surface area, which means water evaporates faster and the towel dries out much more quickly between uses.
Waffle weave has actually been around for a long time, common in Japanese onsen bathhouses and European spas, where fast-drying and lightweight towels make a lot more practical sense than heavy terry cloth that hangs around wet all day.
The trend started gaining mainstream traction because of social media, with the “minimalist home aesthetics” trend and a growing interest in what’s sometimes called the “spa bathroom” look. People saw these clean, textured towels hanging in beautifully lit bathrooms and had to have them.
What Are Onsen Towels?
The Onsen brand was founded by Shane Mason, who drew inspiration from Japanese bathing culture to rethink what a bath towel could actually be. He launched on Kickstarter in 2017 and gained popularity online. The brand was then acquired by Pattern Brands in September 2022, which is headquartered in New York.
Onsen uses 100% USA-grown Supima cotton, which is a longer fiber variety known for being stronger and softer than standard cotton. Onsen’s pitch is simple: a fast-drying, odor-resistant towel that lasts.
But do they actually deliver? Well, I’ve been using mine for a while, so here’s my honest take.
Unboxing and First Impressions of Onsen Towels
I’d been wanting to try a waffle towel for a while before I finally got Onsen towels.
When the package arrived, my first reaction was noticing how flat everything folded. The bath towel, hand towel, and washcloth all pack down in a way that feels very space-saving. My house is small, and storage space is tight, so I’m always looking for things compact and easy to store.
The look of the towels is also genuinely nice. The weave is detailed up close and has a kind of intentional, minimalist feel that looks great hanging on a towel bar. It’s simple, but it doesn’t look cheap.
I also noticed how long the bath towel is, which I really liked for wrapping around me. Also, the little hanging loops on both the bath towel and the hand towel are very convenient. The hand towel hung nicely on the hook in my half bath, but my old towels never really did. Little things like that make a difference.
It’s important for me to mention that these towels aren’t soft and fluffy in the way you get with a regular terry cloth towel. If you pick this up expecting that fuzzy, spa-plush feeling, you need to reset your expectations. Waffle towels are more structured, which isn’t bad, but they’re more for being super absorbent than they are for wearing around while you do your makeup. Not that you couldn’t do that, of course. They’re still warm and comfortable, but they’re just not super fibrous and fluffy.
Random note: I was also worried that my nails might snag the weave, which thankfully never happened, but it’s something to be aware of if you have longer nails.
My Onsen Towels After the First Wash
Obviously, towels need to hold up for a long time, especially if they’re higher-end or expensive, so I tested the washcloth first.
I fully soaked it, then used it, and left it to air dry. Within a couple of hours, it was completely dry. My regular washcloths would still be faintly wet six hours later and would sometimes start that musty, mildewy smell if I didn’t wash them quickly. Happy to report that the Onsen washcloth had zero of that.
Honestly, waffle towel absorbency surprised me, too. My friends have waffle towels in their house, and whenever you dry your hands in their kitchen, it’s crazy how much water comes off right away. My Onsen towel was just like that, which is great because if I go back to my computer after using the bathroom, I don’t have to worry about my hands still feeling damp.
After several machine washes for all my Onsen towels, I noticed that the texture does soften up. It’s still not that fuzzy, plush terry cloth feel, but it gets more lived-in, which is nice. I’m glad it’s consistent with what Onsen claims about Supima cotton improving with washing, and it’s also consistent with what other long-term owners report.
Long-Term Use and What Actually Holds Up
The good news: the thick border around the towels has held up.
When I first got them, that reinforced edge made me feel confident about the durability, and I liked the look. Months in, no fraying, no unraveling at the edges. Long-term owners across review platforms generally back this up.
Most people who’ve used Onsen towels for a year or more report that they don’t pill, fray, or noticeably thin out. That’s a real point in their favor, especially compared to cheaper towels that start looking rough after six months.
The odor resistance is also very real. I haven’t had any of that musty smell like my old towels would when they sit damp for too long. I hate getting out of the shower and drying myself with a day-old towel that already smells, so this is a huge win.
Potential Downsides to Onsen Towels
There’s a vocal segment of owners, particularly in Reddit threads and on review sites, who report that after extended use, some towels lose absorbency and take longer to dry than they used to.
This seems to affect some people more than others, but I haven’t experienced it yet. I don’t know how long it’s supposed to be before they start losing absorbency, but I bet it’s like… years, right?
It also could be related to your water type (like city vs hard water), detergent buildup, or overusing fabric softener (which you should absolutely avoid with these towels).
There are so many factors that could impact absorbency, but it’s still worth mentioning.
Who Onsen Towels Are For
If you’re someone who prioritizes function and aesthetics over that wrapped-in-a-cloud feeling, these are genuinely great towels. They’re a good fit if you:
- Live in a humid climate and struggle with towels that never fully dry
- Have a small bathroom or limited storage, and want towels that fold flat
- Love the clean, minimal spa look in your bathroom
- Prefer a thinner towel that gets water off you fast
Personally, I don’t want to stand around in my towel all morning, so I like being able to hop out of the shower, get as much water off as I can, and then wrap the towel around my head and hair while I get dressed.
If I wanted to walk around in a plush fabric, I’d just wear my bathrobe.
When You Should Probably Look Elsewhere
My son has some sensory challenges, and he commented the texture was too rough and wanted to use the older terry towels we had.
If anyone in your family has sensory processing differences, this could be a legitimate concern, but still, maybe worth trying, as they do get softer over time. The waffle texture that most people come to appreciate is something that could be an acquired feel.
Same goes if you just prefer the feeling of a thick, plush towel. There’s nothing wrong with that preference. Onsen isn’t trying to be that towel, and they’re upfront about it, so if you want something super plush, then probably look elsewhere.
My Final Onsen Towel Thoughts
After all is said and done, I’d say that Onsen makes a well-constructed towel that does what it promises.
The quick-drying is the real deal, the durability appears solid over time, and the minimal look holds up beautifully in a bathroom. It’s a quality that’s worth paying for in my opinion. The texture isn’t for everyone, and their customer service track record has room to improve.
But my mom visited recently and loved them, so I may buy a couple of sets for her birthday.
If you know what you’re buying into, you’ll likely be happy with them. If you’re expecting a fluffy terry cloth replacement, you’ll be disappointed. Know the difference and buy accordingly.
