The White Company Rib Hydrocotton Towel review: ‘If I close my eyes, it feels like I'm in a spa'

Telegraph

11-04-2025

This article contains affiliate links. The products or services listed have been selected independently by journalists after hands-on testing or sourcing expert opinions. We may earn a commission when you click a link, buy a product or subscribe to a service.
What are The White Company Rib Hydrocotton Towels?
Established 30 years ago by founder Chrissie Rucker, The White Company does a great job of producing premium homeware from bath gifts to candles, bed linen and bedroom furniture at relatively reasonable prices. The brand's signature style is simple yet luxurious and its towels are no exception. After testing a wide selection to find the best bath towels for their softness and absorbency, I rated The White Company's Rib Hydrocotton Towels as the best overall.
I was impressed from the off with both the quality and durability of this pure cotton collection and it appears I'm not not alone. The range is one of The White Company 's most reviewed towel collections on its website, with a customer rating of around 4.6 out of 5, based on 256 reviews.
They are soft and plump and come in an attractive ribbed design. They feel great against your skin, wash well and dry fast. The five available sizes range from a face cloth (£6) to a super jumbo towel (£56), and will upgrade any bathroom experience.
How we test bath towels
In my previous quest to find the best bath towel on the market I tested a wide range of Turkish, Egyptian and Supima cotton bath towels, which made it easy to compare the quality and absorbency of the White Company's towels first hand.
I repeatedly used the Rib Hydrocotton range over the course of three weeks, keen to see how they felt against my skin and how well they dried me after showering. To further test absorbency, I put a towel corner under water to see how the fibres responded.
I also washed the towels regularly at 30 degrees, testing how quickly and efficiently they dried afterwards and how well they kept their soft and fluffy texture. Finally, I rated the durability of the material, the sizes in the range and the colours available.
Why you can trust Telegraph Recommended
Our thorough, real-world tests will always help you find the best product. No manufacturer ever sees Telegraph Recommended reviews before publication and we don't accept payment in exchange for favourable reviews, nor do we allow brands to pay for placement in our articles.
All opinions are based on independent expert opinion and our hands-on testing. Visit our Who We Are page to learn more.
Material
Made from 100 per cent Turkish cotton, these towels have a GSM rating of 500. Short for grams per square metre, this metric denotes the weight of the towel and a higher number indicates a softer, more absorbent design.
This is slightly lower than some of the super-thick towels I have previously tested, like Soak and Sleep's 700 GSM Egyptian Cotton Towels. But it doesn't make the Rib Hydrocotton range any less absorbant. The towels dried my skin quickly without becoming overly heavy and when I tested how well the fabric absorbed water from a running tap, it appeared to quickly draw the liquid in without feeling sodden to the touch.
Another reason these towels feel softer and lighter than others is their low-twist design, which means the cotton fibres were spun together fewer times than weaker, lower-quality cottons. While staying plump and absorbant it helps speed up drying times, too.
Finally, the towels are finished with a high-pile border design that looks neat and contemporary while keeping all the fibres in check.
Softness
Score: 10/10
If you take a look through the customer reviews of the Rib Hydrocotton towels on The White Company's website, you'll see phrases such as 'light and fluffy' and 'so soft to use on the face' over and over again. I agree with them. These towels have a satisfying softness that doesn't feel annoyingly fluffy. The fibres didn't shed either, which demonstrates the higher quality of the material.
This is where the 500 GSM rating and that low-twist technology comes in again, helping the towels more than live up to their luxurious billing. I found the towels maintained their softness after washing; the gentle fibres felt great to wrap myself in, something I particularly appreciated when I doubled the Super Jumbo size around my body. The rib design gave them a bit of grip too, making it easier to dry my body without the towel sliding over my skin too quickly.
Colour and style
Score: 9/10
There are five colours to choose from across a 'greige' colour palette of crisp white, oatmeal, soft grey, pearl grey and slate. While I love these colourways – greige is my go-to bathroom palette, so these fitted in well – it would be nice to have pops of colour available, whether that's a soothing green or a bolder blue.
The ribbed design gives the towels a contemporary look and while they are lighter than your average pure cotton design (many are around the 600 GSM mark), they still felt indulgently thick.
I liked the luxurious the size and weight of these towels, but I imagine they could be too fluffy if you prefer a less bulky towel (like Dunelm's Dorma Sumptuously Soft TENCEL Cotton Towel). The slimmer the towel, the easier it is to store in the cupboard, after all.
Size and range
Score: 10/10
There are five sizes to choose from here, including a face cloth, hand towel, bath towel, bath sheet and super jumbo towel, which measures at a generously long 180cm and feels truly huggable.
While this might make the towels harder to store if (especially if you're tight on space), I loved how sumptuous the towels felt when I got out of the bath and wrapped them around me. There's also a Rib Hydrocotton Bath Mat from £38 and a Ribbed Hydrocotton Robe from £90, so you can entirely coordinate your bathroom scheme, should you wish.
Washing
Score: 10/10
Finally, I tried to answer a crucial question: will these towels retain their fluffiness after washing? To find out, I washed them a number of times at 30 degrees and dried them both in the tumble dryer and naturally.
While they didn't retain the box-fresh softness they had when I first tried them (brands generally use fabric softener to make them feel extra velvety at first, so this isn't that surprising), they still felt huggable and soft against my skin after each wash. Ultimately, how soft the fabric stays depends on how well you look after them.
Unlike most of the other towels I have tested, which have wash temperature limits of about 30 degrees, these towels can go up to 60 degrees for a more thorough clean – another testament to their robust and durable design. Thanks to their lighter GSM, they didn't take long to dry naturally either; within a few hours on a heated airer or an hour on the washing line on a sunny day.
As for the tumble dryer, it took an hour, but a low heat is essential to ensure lasting softness and prevent the fabric fibres from fraying or damage. For this reason, I'd generally opt for air drying.
Technical specifications
Both The White Company Rib Hydrocotton towels and Christy Supreme Hygro Towels are made from pure cotton, and their premium quality ensures they wouldn't look out of place in a luxury hotel bathroom. Both brands are popular go-tos for bath and bed linens online, which makes this towel set great for comparison.
Telegraph verdict
Score: 10/10
In true White Company style, these towels come in attractive neutrals that add a serene touch to my cluttered bathroom. I tested the oatmeal colourway which elevated the look of my neutral bathroom and washed well over the course of three weeks. Overall, this towel range makes quite the statement and provides a mix of high quality softness, absorbency and practicality. If I close my eyes for a second when coming out of the shower I can almost fool myself into thinking I'm in a spa-hotel and it's these small wins that help set me up for the day.
Yes, if:
No, if:
You don't have much storage space
You prefer slimmer, less bulky towels
The White Company Rib Hydrocotton Towel FAQs
Are The White Company towels worth the price?
The Rib Hydrocotton towels are reasonably priced for such a well-made Turkish cotton. While they don't have the highest GSM you can find, they are still thick, soft and absorbent and worth considering for a bathroom upgrade.
What materials are The White Company towels made from?
These 500 GSM face cloth, hand and bath towels, bath sheet and super jumbo towels are made from pure Turkish cotton using low-twist technology which makes them fluffy and quick drying.
What's the best way to wash towels?
Always refer to the manufacturer's label when washing your towels to ensure you use the correct temperature for the towel material. You should always tumble dry on a low heat to maintain the towel's quality.
Are The White Company towels durable?
The White Company Rib Hydrocotton towels can be washed at 60 degrees. This is above the average recommended for your standard towel, which is around 30 degrees. I found they washed well and came out soft and fluffy every time.
What sizes and colours are available?
These towels come in five sizes including The White Company Super Jumbo Towel which measures a generous W100 x 180cm. The colours of the towels are restricted to neutrals including Oatmeal (pictured), Slate, White, Pearl Grey and Soft Grey.