A Smarter Way to Refresh Your Towels.
CONVIENENT, LUXURIOUS, & SUSTAINABLE.
The Health Problem
Within 3 months, towels can become a breeding ground for bacteria such as E. coli and Staphylococcus aureus (even with regular washing), causing skin irritations and/or infections.
The Towel Quality Problem
Towel softness and absorbency also deteriorate over time due to the presence of hard water minerals, which are present in approximately 85% of homes across the US.
The Solution
We deliver new Turkish cotton towels on schedule to keep them soft, hygienic, and perfectly timed to your life. Our included return label makes recycling and donating your old bath towels a breeze.
How It Works
The Refresh Plan is a flexible towel subscription that delivers new, plush towels every 4, 6, or 9 months. Then Plush Ritual cleans and recycles or donates your old bath towels.
Select a Collection
Choose between our luxe, spa-like Ultra Plush collection or our lighter-weight, faster-drying Classic Plush collection.
Pick Your Towels
Select a pre-bundled set or individual washcloths, hand towels, and bath towels. We recommend two towels per person.
Set Your Refresh Plan
Pick your frequency and we’ll ship the same day if you order before noon PST (or the next business day). Refreshes arrive as scheduled.
Begin Your New Towel Ritual
Choose between our affordable luxury sets and towel products.
Starter Set | Classic Plush
Starter Set | Classic Plush
3 colors available
Family Set | Classic Plush
Family Set | Classic Plush
3 colors available
Family Set | Ultra Plush
Family Set | Ultra Plush
Sold Out
3 colors available
Bath Towels | Ultra Plush
Bath Towels | Ultra Plush
Sold Out
3 colors available
Hand Towels | Ultra Plush
Hand Towels | Ultra Plush
3 colors available
Washcloths | Ultra Plush
Washcloths | Ultra Plush
3 colors available
Bath Mat
Bath Mat
Sold Out
2 colors available
Family & Well-Being First
Luxurious, toxin-free towels are the ultimate way to care for the ones you love. Plush Ritual delivers a comforting gift they’ll use and appreciate every day, and look forward to with every refresh.
Why Plush Ritual?
Fresh Towels, Right on Schedule
Towels lose absorbency and hygiene before they show it. We deliver towels every 4, 6, or 9 months—so your towels stay safe and soft without the effort.
Luxury Without the Markup
Turkish cotton is renowned for its softness, strength, and spa-like feel. By removing retail markups, we deliver Turkish cotton towels at exceptional value.
Plushness You Can Feel
Our long-staple Turkish cotton is spun for slow-fade softness, high absorbency, and elegant drape. It's the kind of towel that makes your daily ritual feel luxurious.
Sustainability Made Easy
Feel good and do good. With every Plush Ritual Refresh Plan delivery, we include a prepaid return label, allowing you to recycle or donate any used bath towels.
Hear From Our Ritualists
- Rebecca M.
The Best Way To Keep Your Towels Fresh
- Luxury cotton towels that cost up to 1.5x less than typical retail
- Toxin-free, high-absorbency towels that prevent hygiene issues
- Delivered every 4-9 months, just as your old towels wear out
- Recycling & donation included
- Overpriced towels with inconsistent material quality
- Musty, scratchy towels covered in bacteria
- No reminders or replacement plan
- Hoarding old, musty towels
Frequently Asked Questions
About Our Towels
Plush Ritual is a modern towel subscription brand offering premium Turkish cotton towels at honest prices—delivered to your door on a flexible schedule. We believe in making luxury practical, sustainable, and accessible for everyday life.
Our towels are woven from long-staple Turkish cotton—renowned for its softness, strength, and superior absorbency. They’re Oeko-Tex® certified, which means they’re free from harmful chemicals and safe for even the most sensitive skin. Plus, our unique Refresh Plan and recycling program ensure they stay plush and hygienic, without waste.
- Ultra Plush Collection (700 GSM): Ultra-plush, deeply absorbent, and designed for a five-star spa feel
- Classic Collection (550 GSM): Lighter in weight, also plush and perfect, quicker to dry, and perfect for everyday use or warmer climates
- Both are made with combed Turkish cotton and crafted for superior absorbency, a plush feel, and fast drying
- Bath Towel: 27" x 55"
- Hand Towel: 16" x 26"
- Washcloth: 12" x 12"
- Bath Mat: 20" x 31"
Yes! We recommend washing in cold or warm water on a gentle cycle. Tumble dry low and avoid fabric softeners—they can reduce absorbency over time.
Subscriptions
It’s simple: choose your bundle and set your delivery schedule (every 4, 6, or 9 months). We’ll deliver fresh towels right to your door—and include a prepaid return label so you can send back your used ones for responsible recycling or donation. See how it works.
Yes. Life changes—we get it. Through your Plush Ritual account, you can change your delivery frequency, swap bundles, update your address or payment info, or pause/cancel your plan with no penalty.
- Every 4 months: Perfect for those who shower daily (or multiple times a day) and want that fresh, spa-soft feel year-round
- Every 6 months: Best for most households, perfect balance of freshness and longevity for everyday use
- Every 9 months: Great for lighter use, think secondary bathrooms, occasional guest or those who prefer a slower pace
- Discounted from retail pricing
- Free towel donation/recycling
- Flexible delivery intervals
- Pause, skip, or cancel anytime
- No overbuying or musty towels, ever
Recycling Program
With every Refresh Subscription Delivery, you’ll receive a prepaid return label equal to the number of towels delivered. Simply collect your old bath towels and give them to your shipping provider or drop them off at your nearest shipping location—we’ll handle the rest.
Towels are cleaned then depending on condition, they are donated to shelters and nonprofit partners or recycled into industrial textiles.
Not at all—but we encourage it. It’s easy, waste-free, and closes the loop on your towel routine.
We currently accept bath towels for our recycling and donation program. While we’d love to include other towels, we’re limited by capacity and can only process standard bath linens at this time. We will update you as soon as we can accept additional types of towels.