About Us | Plush Ritual

Softness You Can Feel. Freshness You Can Trust.

Our Story

Plush Ritual began with a simple belief: the shower or bath is more than just getting clean. It’s a fresh reset. It’s an opportunity to wash away stress, and give you a fresh and energetic start to your day. That ritual starts & ends with the towel. Having a soft, plush, absorbent towel when you step out of the water can help shape how you feel for the rest of your day or night.

I have always had a thing for towels. It may sound unusual, but I have loved them for as long as I can remember. Over the years, I have owned dozens of towels, from budget buys to luxury home store splurges, but I was never satisfied. Within just a few months, even the most expensive towels would turn stiff and scratchy, almost like sandpaper against the skin. I could not understand how something that cost so much could lose its softness so quickly.

That frustration turned into curiosity. I began researching, testing, and working with nearly a dozen vendors, learning everything about towel construction. I studied different cottons, different spins, and how each choice affects quality and feel. After years of trial, error, and endless testing, I finally found the right balance of softness, absorbency, and comfort.

From there Plush Ritual was born from that journey. I wanted a way to replace my family’s towels regularly, without paying inflated prices or compromising on quality. By working directly with manufacturers, we cut out unnecessary markups and deliver the finest luxury towels at an honest price.

We also thought about what happens when you’re ready for your new towel shipment. Most of us shove the old ones into the back of a closet with the “I’ll use them again someday” mindset — but let’s be honest, we never do. So included in your subscription, we created our Recycling + Donation Program, giving your old towels a second life in shelters, animal rescues, and other places where comfort is still needed.

Today, Plush Ritual exists to bring that same experience to your home. Fresh starts, soft comforts, and the simple joy of burying your face in a soft, fresh towel, and then wrapping yourself in a towel that feels like it was made for YOU! That is what this brand is all about.

- Preston & Hartley Lynn

Quality in every thread

Every Plush Ritual towel begins with long-staple Turkish cotton, celebrated for its soft, smooth weave, and exceptional absorbency.

Made for safety and sustainability, our towels are certified by Oeko-Tex Standard 100 for toxin-free production, allowing you to care for your skin, your family, and the planet—all in one effortless ritual.

Affordable Luxury

We believe luxury shouldn’t be reserved for five-star hotels or overpriced boutiques. By removing traditional retail layers, we’re able to offer premium-quality towels at a price that’s up to 1.5x cheaper than most retailers. It’s simple. There are no markups or gimmicks at Plush Ritual, just elevated daily essentials, delivered right on time, every time.

Recycling & Donation

A healthy towel ritual doesn’t end at your door. Every Refresh Plan shipment includes a prepaid return label, so you can send back your old bath towels, even if they’re not from us. Instead of ending up in landfills, towels that are still decent get donated to shelters and charities across the US.

The rest get sent to a recycling facility. It’s a small act with a significant impact, creating a circular system that values comfort, care, and sustainability in equal measure.

Family & Well-Being First

Towels are more than soft—they’re part of how we care for ourselves and our families. Plush Ritual was built for real homes: shared spaces, busy mornings, and the soft comfort of something truly clean.

From quality standards to thoughtful delivery and towel recycling, every part of our model reflects what we care about most—well-being, sustainability, and the bigger picture.

GIVE THEM A GIFT

The Plush Ritual Team

Founded by Preston, alongside his wife Hartley, Plush Ritual began with a shared passion for affordable luxury, simplicity, and intentional living.

With the arrival of their baby, they realized how even the most minor details (like the fabric used to wrap their child after a bath) can have a lasting impact. They created Plush Ritual to bring that same need for peace of mind to other families: towels that are soft, safe, sustainably made, and built around the rituals of real life.