The material
Supima Cotton
Under 2% of the world's cotton
- Feels like
- A stronger, smoother yarn than ordinary cotton, so loops keep their shape wash after wash
- Fabric
- 100% extra-long-staple Supima, grown on family farms in California
What makes towels great?
Scroll to learn
The Master Bathroom Towel SetSupima Cotton Terry - Beach Sand$210
The raw material
Great towels start with the raw cotton. That's why our towels are woven from Supima cotton.
Supima fibers run up to 38mm, far longer than ordinary cotton, grown on around 500 family farms across California, Arizona, New Mexico and Texas.
The longer fiber makes a smoother, stronger yarn, so the loops keep their shape and stay absorbent instead of flattening and thinning the way ordinary towels do.
Supima Cotton
The craft
Great cotton is only the start. How it's spun, woven and finished decides whether a towel performs, or just photographs well.
The cotton is spun into yarn at a solar-powered mill, then the bobbins travel on to a family-owned factory in Portugal that has been weaving towels since 1948.
There, the yarn becomes terrycloth: a dense, even loop, lightly twisted so it stays absorbent yet dries quickly, and uniform enough to keep its density wash after wash instead of flattening out. Even the hanging loop has a purpose: it sits on the opposite side from the embroidered border, so every piece hangs the same way and a full set lies neatly folded.
Two pieces, one price
The Master Bathroom Towel Set
Two shower towels or two bath towels, your choice, plus two hand towels, woven from 100% extra-long-staple Supima cotton terry at 700 g/m², certified Supima® and OEKO-TEX® Standard 100.
Rated 4.8 out of 5, with 9 in 10 customers giving it five stars. You have 30 mornings to decide, and your money back if you're not happy.
Sizes, weight and price
Every piece in the range is woven at the same 700 g/sqm, the plush end of the absorbent range without tipping into slow-drying territory. What changes by piece is the size and the price. We also sell them together as bundles, at a lower price than buying each piece separately.
Four face towels, 30×30 cm – 450 kr
Two hand towels, 40×70 cm – 550 kr
Two shower towels, 70×140 cm – 1 200 kr
Two bath towels, 100×150 cm – 1 950 kr
Bath mat, 80×50 cm – 500 kr
100% Supima cotton
OEKO-TEX® Standard 100 certified
Free delivery
Try for 30 mornings
Research
We don't mind comparing
There are certainly cheaper towels out there. There just aren't better ones, no matter how much you pay.
Big Box Retailer
Luxury brands
Extra-long-staple cotton
Meaning the towels are softer, more durable, and keep their loop shape wash after wash.
✓
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✓
700 g/m² weight
Most towels sit at 400 to 500 gsm. Ours are woven denser, for real absorbency without turning heavy or slow to dry.
✓
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✓
OEKO-TEX® Standard 100 certified
Independently tested for harmful substances, on top of Supima's own certification.
✓
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✓
Produced in the EU
Are the products made where workers' rights are strongly protected by law?
✓
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✓Sometimes
Try for 30 mornings
Can you use the towels for a month and return them for a full refund if you're not satisfied?
✓
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Bundle pricing on a starter set
Can you buy shower towels or bath towels together with hand towels at a lower price than piece by piece?
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✕
Big Box Retailer
Luxury brands
Extra-long-staple cotton
Meaning the towels are softer, more durable, and keep their loop shape wash after wash.
✓
✕
✓
700 g/m² weight
Most towels sit at 400 to 500 gsm. Ours are woven denser, for real absorbency without turning heavy or slow to dry.
✓
✕
✓
OEKO-TEX® Standard 100 certified
Independently tested for harmful substances, on top of Supima's own certification.
✓
✕
✓
Produced in the EU
Are the products made where workers' rights are strongly protected by law?
✓
✕
✓
Try for 30 mornings
Can you use the towels for a month and return them for a full refund if you're not satisfied?
✓
✕
✕
Bundle pricing on a starter set
Can you buy shower towels or bath towels together with hand towels at a lower price than piece by piece?
✕
✕
Customer reviews
Don't take our word for it
The Master Bathroom Towel Set rates 4.8 out of 5 from 200 reviews, and 9 in 10 customers give it five stars.
★★★★★
Beautifully soft towels with a luxurious, weighty feel. They were wonderfully absorbent right from the first use, and the deep green colour is absolutely gorgeous.
Sara E.
The Suite Towel Set, Juniper Green
★★★★★
Wonderfully soft, luxurious towels!
Marja N.
The Master Bathroom Towel Set
★★★★★
Just love them ...thick and soft!
Gun W.
The Master Bathroom Towel Set
★★★★★
Best quality and very stylish!
Anna N.
The Suite Towel Set
Try it first
We're confident enough in our towels to let you decide at home. Every order comes with 30 mornings to decide: if it isn't the best towel you've used, send it back within 30 days of your order date and get your money back on the product. Exchanges are always free, and if you're not sure about a colour, we're happy to send free fabric samples to feel before you buy.
Get inspired
The Juniper towels at home
Click the photo to see the products.
The Master Bathroom Towel Set
Ready for a hotel-grade bathroom?
Two shower towels or two bath towels, your choice, plus two hand towels, in 700 g/m² Supima cotton terry. Bundled together you save 10% versus buying the pieces separately.
Where it all began
It started with one very good night's sleep
In the autumn of 2018, Mathilda and her husband drove up into the hills above Palma to a small hotel the colour of a sunset that had decided to stay. It was, technically, their honeymoon, though the wedding and their newborn daughter had arrived within six months of each other, and what they actually needed most was rest.
They found it. Three days in, they'd barely left the grounds, and when they finally relaxed properly, it was wrapped in that hotel's own towels and linens. There were plenty of ordinary explanations for how good it felt, but once the whole family compared notes afterward, they agreed the textiles themselves had something real to do with it too.
They drove down to Palma to see about getting a set of their own, and that's where they found out just how expensive it actually was. The price was reserved for hotel guests only, which stung enough for two people who'd just paid for a wedding and a newborn to keep asking why. So they came home to Stockholm and launched Juniper's first bed linens in March 2019, followed soon after by towels: the same quality, without the hotel room attached.
Where it's made
Woven in Porto, not wherever's cheapest
Once the cotton is spun into yarn at a solar-powered mill, the bobbins travel on to a family-owned factory in Portugal that has been weaving towels since 1948. There, the yarn becomes our 700 g/m² terrycloth and is dyed in its final colour.
In 2020, we decided every Tier-1 factory in our supply chain would sit inside the EU, where worker protections are simply stronger. That's what brought our towels to Porto specifically, with an unexpected bonus: Portugal, like Sweden, has phased out coal power entirely.
The finishing happens there too, down to the embroidered border and hanging loop sewn onto every towel. Every piece carries a QR code on its Made-In label, tracing its own path from raw fibre to your door.
So why Juniper?
To recap: better cotton, genuine heft, and a real terry weave, made in Portugal
Three things set our towels apart from ordinary ones, all made in our family-owned factory outside Porto.
The weight
700 g/m²
Substantial, not soggy
- Feels like
- Heavy enough to feel wonderful to wrap yourself in, dense enough to dry you in one pass
- Looks like
- A plush, even loop that holds up wash after wash
The certification
OEKO-TEX® Standard 100
Tested for harmful substances
- Feels like
- Independently tested and certified, alongside our Supima® credential, so you know exactly what's touching your skin
- Looks like
- An even loop on both sides, finished with a soft bordered edge
Customer favourites
See our customers' favourites
More ways to stock up on Supima cotton terry, from bath mats to bigger bundles.
Customer service
We're here to help you choose
Get in touch and we'll help you pick the right colour or size. We're happy to send fabric samples so you can see the colours and feel the quality before you decide.
Questions
Frequently asked questions
How do Juniper's towels differ from other towels?
We weave 100% extra-long-staple Supima cotton into a dense, lightly twisted 700 g/m² terry, certified Supima® and OEKO-TEX® Standard 100. Everything is made in a family-owned factory in Portugal that has crafted towels since 1948. Better raw material and skilled craftsmanship is what gives the towels their hotel-like feel.
Why is Juniper able to sell towels of this quality at a lower price point than other brands?
We spend very little on advertising. We trust that delivering a superior product at a better price will make people talk, so our customers do the marketing for us by recommending Juniper to their friends.
How many towels do I actually need?
Most households do well with two sets per person in rotation: one in use, one washed and ready. The Master Bathroom Towel Set is priced to make starting that rotation simpler than buying pieces separately, and every order comes with a 30-night trial and a full refund if you are not satisfied.
What does 700 gsm mean and how will it impact me?
GSM is grams per square metre, the standard measure of towel weight. More weight generally means more cotton in the loop, so a higher-gsm towel absorbs more before it feels wet and tends to feel more substantial in hand. 700 gsm sits in the plush, hotel-weight range without becoming slow to dry.
How should I wash my towels to keep them soft and absorbent?
Wash every one to two weeks, separately from other laundry, at 40 to 60°C. Skip fabric softener, it coats the cotton fibres and reduces how much water they can absorb. Tumble dry on a low setting for the softest result, or hang to dry.
For how long will the towels last?
With proper care you should expect several years of daily use before they start to thin. Keeping two sets in rotation halves the wear on each and roughly doubles how long the set lasts overall.
100% Supima cotton
OEKO-TEX® certified
Free delivery
Try for 30 mornings
Supima Cotton Terry
Bring the spa feeling home
Free delivery and 30 mornings to decide. If it isn't the best towel you've used, send it back.
